by By Brenna Cline
What used to be just a quiet wellness choice has totally blown up. Sober curiosity and mocktails are everywhere, and honestly, social media deserves most of the credit.
What Does it Mean to be Sober Curious?
Most people hear “sober curious” and think it’s about completely cutting out alcohol, but it’s really just about being more mindful—questioning how, when, and why we drink, then making our own choices. Instead of recovery or rehab, it’s about taking control and maybe even just drinking less.
The movement gained momentum in 2018 with the publication of Rachel Warrington’s book, Sober Curious. But it didn’t just stay between the pages. Instagram and TikTok turned it into something way bigger.
Social Media: Where the Change Really Happened
Social feeds once flooded with drunk tweets, “wine mom” memes, and quarantine cocktail videos have shifted toward content that proves alcohol-free living can be just as fun (and stylish!). Brands and influencers are putting out content that’s bright, welcoming, and often tagged with #ZeroProof or #mocktail.
The Numbers That Tell the Story
In 2025, nearly half of Americans (49%) said they’re trying to cut back on alcohol in the year of 2025. This is 44% higher than the past two years. Young people are leading the way, with 65% of Gen Z saying they want to cut back on alcohol in 2025 and 39% planning a completely booze-free year (Circana, 2025).
With so many people rethinking their drinking habits, it’s no surprise that brands are stepping up to meet the moment.
The Mocktail Makeover Happening on Social Media
Social media has transformed mocktails from a simple drink alternative into a culture centered on creativity, connection, and self-expression.
The aesthetic photos aren’t the only things that jump out on Ritual Zero Proof’s Instagram feed; it’s also how every post stays in sync with what’s happening right now. Their feed is packed with content themed around current seasons or events, whether it’s patio season, tailgate season, Negroni Week, or even Spritz Weekend. By matching their messaging and recipes to what people are already thinking about or celebrating, Ritual Zero Proof makes sure its mocktails always feel like the perfect fit for any occasion.
Kin Euphorics’ social feed is the definition of dreamy, self-care-forward content. Instead of classic cocktail marketing, they tap into wellness and mindfulness. They break down the benefits of their drinks in easy graphics and reels. Each of their posts works together to position Kin Euphorics as more than a drink: it’s a tool for mindful living, approachable wellness, and making alcohol-free rituals feel modern, vibrant, and even a little bit magical. Kin’s Instagram makes non-alc choices look like an upgrade, not a compromise.
Ghia is a perfect example of how a brand can use its Instagram feed to turn mocktails into way more than just a drink. They create a whole vibe around food, friendship, and culture. Their posts spotlight the people and connections behind every pour, focusing on family, Italian roots, and the comfort food brings, while still featuring the product. They also strengthen their local reputation through collabs, like teaming up with favorite neighborhood Italian spots. By featuring authentic personalities and places—not just pretty drinks—Ghia shows that going zero-proof isn’t just a trend. It makes mocktail culture look not just stylish, but completely natural.
Takeaways
The rise of sober curiosity shows that wellness doesn’t have to be boring, and that alcohol-free living can be just as social, flavorful, and stylish as the alternatives. Brands like Ritual Zero Proof, Kin Euphorics, and Ghia use their feeds to promote more than products; they share seasonal rituals, highlight real stories, and build a sense of community where everyone feels they belong.
Mocktail culture is now about more than what’s not in your glass. It’s about celebrating choice, connection, and creativity, all amplified by the platforms where trends are made. In the end, it’s clear that social media hasn’t just followed the sober-curious movement; it has helped define it.
References
Akhtar, A. (2022, December 27). It’s official: Alcohol isn’t cool anymore. here’s how a movement that began in 2018 became mainstream – resulting in a sober New Year’s Eve Ball Drop. Business Insider. https://www.businessinsider.com/timeline-of-the-sober-curious-movement-2022-12#the-sober-curious-movement-began-to-form-around-2018-3
Circana. (2025, January 20). Sober Curious Movement and Alcohol Statistics: 2025 survey data. https://www.circana.com/post/sober-curious-nation-alcohol-survey/#:~:text=Sixty%2Done%20percent%20of%20Gen%20Z%20plan%20to%20drink%20less%20in%202024%2C%20up%2053%25%20from%202023%20when%20just%2040%25%20felt%20this%20way.%20Nearly%201%20in%202%20(49%25)%20millennials%20are%20also%20following%20suit%2C%20an%20increase%20of%2026%25%20from%20those%20surveyed%20a%20year%20before.%C2%A0%C2%A0
Pradeep, V. (2025, May 10). Social media influences drinking habits: Alcohol trends 2024. Reframe. https://www.joinreframeapp.com/blog-post/how-social-media-is-influencing-drinking-habits-in-2024
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Really enjoyed this post, Brenna! The stat about 65% of Gen Z wanting to cut back is very interesting and shows how much the culture has shifted. You nailed how social media didn’t just follow this movement, but it actually helped create it. Overall, I think your post looks great, and I enjoyed reading it.
Brenna, I absolutely love this topic! I really feel like I am seeing more and more Gen Z-ers cut back on alcohol and choose to go sober. As someone with a sober father, I am seeing how much the market is changing. NA beer is the new cool way to enjoy the beverage, and there are more and more companies arising that sell NA liquor as well. I love this concept and really enjoy seeing it talked about in our generation.
Hi Brenna! I love how you explained the difference between being sober curious and completely sober; it’s an important distinction. The brand examples you included perfectly show how social media has turned mocktails into a lifestyle, not just a drink alternative. The Gen Z stats are really striking and show how much the culture around drinking is changing. Great work!