Why Sober-Curious Americans Are Choosing Premium Non-Alcoholic Wine
The sober-curious movement has gone mainstream in America — and premium non-alcoholic wine is at the center of it. Here's why millions of Americans are rethinking their relationship with alcohol, and what they're drinking instead.
The Sober-Curious Revolution
When Ruby Warrington coined the term 'sober curious' in her 2018 book, few could have predicted it would become one of the most significant cultural shifts in American drinking history. Today, it's not just a book — it's a lifestyle movement embraced by Millennials and Gen Z across the country.
Being sober curious doesn't mean you never drink. It means you're intentional about when and why you drink. You ask: 'Do I actually want this glass of wine, or am I just having it out of habit?' And increasingly, Americans are answering: 'I want the experience of wine — the ritual, the taste, the sophistication — without the alcohol.'
The Numbers Behind the Movement
The data is compelling. According to IWSR, Millennials hold the largest share of no-alcohol drinkers by age cohort and are the generation most actively trialling across different non-alcoholic subcategories. Meanwhile, Mintel reports that 40% of Gen Z wine drinkers are showing increasing interest in low and no-alcohol options.
The no-alcohol wine category in the USA is forecast to grow at a robust CAGR through 2028, driven by premium-and-above products. This isn't a budget category playing it safe — it's a premium category attracting sophisticated consumers who demand quality.
What Sober-Curious Consumers Are Looking For
The modern sober-curious American isn't looking for grape juice dressed up as wine. They want the genuine article: terroir-driven character, proper structure, food-pairing versatility, and the kind of complexity that rewards attention. They want to hold a beautiful glass of wine at a dinner party and feel no different from anyone else at the table.
This is precisely why premium dealcoholized wines from established European winemakers have become the category of choice. At Dis&Dis, we only source from wineries with proven winemaking pedigrees who have invested in best-in-class dealcoholization technology. The result is wine that tastes like wine — because it started as wine.
The Health Conversation
Health is undeniably part of the story. Low-calorie claims in the no-alcohol beverage space have nearly tripled in the last five years, reflecting consumers' desire for healthier options without sacrificing enjoyment. Alcohol-free wine typically contains significantly fewer calories than its alcoholic counterpart, and many consumers report improved sleep, better energy levels, and sharper mental clarity when they reduce alcohol consumption.
But at Dis&Dis, we don't position our non-alcoholic wines primarily as a health product. We position them as a premium product that happens to be healthier — because that's what the sober-curious consumer actually wants. They're not looking for medicine. They're looking for pleasure.
'Tempo Drinking': The New American Approach
One of the most interesting emerging behaviors is what industry analysts call 'tempo drinking' — alternating between alcoholic and non-alcoholic beverages throughout an evening. This allows consumers to moderate their alcohol intake naturally while still fully participating in the social ritual of drinking.
For tempo drinkers, having a premium non-alcoholic wine available is essential. And because Dis&Dis ships to all US states, stocking your home bar with Europe's finest dealcoholized wines has never been easier.
Start Your Sober-Curious Journey with Dis&Dis
Whether you're doing Dry January, Sober October, or simply choosing to be more mindful every day, Dis&Dis is your premium partner. Our curated non-alcoholic wine collection spans reds, whites, rosés and sparkling wines from Europe's finest wine regions.
Explore the collection at www.disndis.com — free shipping to the USA on orders over $150.
