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Sober curious isn’t a fad anymore. Here’s what bars are doing about it
Bars are adding crafted alcohol-free drinks and trained staff as nearly half of drinkers say alcohol feels less appealing.
- Across the country, acclaimed cocktail bars now roll out dedicated zero-proof programs with trained bartenders and premium nonalcoholic spirits, reflecting how the sober-curious movement has evolved from a niche wellness trend into mainstream hospitality.
- Nearly half of drinkers, especially Gen Z and millennials, say alcohol feels less appealing than it once did, while more than 40% report alcohol is not an important part of their lives, prompting bars to respond with fully developed menus.
- Bar director Tobin Shea at Redbird in downtown Los Angeles describes his zero-proof program as a deliberate extension of the bar's philosophy, while Superbueno on New York City's Lower East Side ranked ninth on North America's 50 Best Bars 2026 with owner Ignacio Jimenez's 2025 James Beard Award recognition.
- Dedicated sober bars have expanded significantly, with Hekate in the East Village operating as New York City's first dedicated sober bar since 2022, and Sans Bar in Austin, Texas, operating as a fully alcohol-free bar since 2017 before expanding into Sans Bar Academy.
- Recent entrants like Lyre, Ritual Zero Proof and Spiritless now engineer botanical complexity aimed at replicating what ethanol contributes to a drink, while companies including AF Drinks, GABA Labs and Sentia explore synthetic compounds to recreate drinking's sensory effects across hotels and destination restaurants.
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20 Articles
20 Articles
Sober curious isn’t a fad anymore. Here’s what bars are doing about it
The sober-curious movement, centered on people rethinking their drinking habits without fully giving up alcohol, has moved well beyond a niche wellness trend. Across the ... Read moreThe post Sober curious isn’t a fad anymore. Here’s what bars are doing…
Coverage Details
Total News Sources20
Leaning Left3Leaning Right5Center5Last UpdatedBias Distribution39% Center, 38% Right
Bias Distribution
- 39% of the sources are Center, 38% of the sources lean Right
39% Center
L 23%
C 39%
R 38%
Factuality
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