I am currently doing Sober October.

And no, I am not being held hostage or blackmailed. Nor do I have a gun to my head.

If you haven't heard of Sober October, it's just like Dry January, or Dry July, but for the people who like to push the boat out until the very last stop before silly season and think: hm, perhaps a break?

Alongside challenges like Dry January/ July, October has become a prominent time for experimenting with sobriety.

And it's one that appears to be driving permanent shifts in consumer behaviour.

From the rise of mocktails to the growing popularity of non-alcoholic beer, alcohol alternatives are becoming increasingly popular. This suggests many are reconsidering their drinking habits well beyond these month-long events.

Mindfulness and wellness have been front of mind since the 2020 pandemic.

This cohort exhibits rising levels of abstention and moderation. They're turning away from the god-awful binge consumption culture created by Gen X and Millennials.

The latest data from IWSR suggests that, in some key markets, a significant proportion of younger LDA (legal drinking age) consumers are now avoiding alcohol altogether.

1) Wellness challenges

2) Non-alcoholic beverages, and

Campaigns like Sober October encourage consumers to adopt healthier lifestyles through structured short-term commitments.

And these lifestyle changes are clearly catching on. The rise of non-alcoholic craft beers, wines, and mocktails underscores the consumer shift toward healthier beverage options without sacrificing social experiences.

'Whether these consumers are looking to incorporate zero-proof** serves into their routines or are interested in exploring low ABV versions of classic serves, the increased demand for non-alcoholic options comes from the increased desire for a more mindful routine overall,' said Fabio Raffaelli, a brand ambassador for Martini & Rossi in North America.

(**Zero-proof beverages are generally drinks that have an ABV (alcohol by volume) of less than 0.5%.)

Much of this growth is due to interest in the US and among younger buyers, notably millennials and Gen Z. With an annual growth rate of 11.15%, the market is projected to reach an eye-watering $275 billion in revenue by 2029.

This points to an emerging world that looks very different for brands in the events and beverage sector in particular.

Brands are going to have to lean hard on those premium drinks-especially the low and zero-alcohol ones-packaged up in unforgettable settings and experiences.

If you're in the booze game, you might find it tougher to cash in on those low-value, mass-market products. That is, unless you're the low-cost king or have a solid foothold with the older crowd.

Particularly for those who want to highlight the health benefits of their products. This is especially true for brands that focus on non-alcoholic options, mental health, personal growth, social consciousness or sustainable living.

I truly believe the era of downing RTD cans before an event is over. Well, I pray it is anyway.

Binge-drinking culture comes with a myriad of awful consequences. And it's something society should have phased out a long time ago.

As Gen-Z become conductors of the culture of things, like alcohol consumption, health and wellness - we see these things trending in a more positive direction. And I'm so grateful for that.

If the industry follows suit, we can make a genuine, healthier impact on mindful consumption for generations to come. And ain't that a beautiful thing!