Sober Curious Shoppers Are Changing the Beverage Aisle

The “sober curious” movement is no longer a niche trend; it’s a rapidly expanding retail category with major growth potential. In a recent episode of Shopper Matters, IGA Vice President Brand Development Michael La Kier sat down with Lipari Foods Senior Vice President of Marketing Nick Lenzi to explore why alcohol-adjacent beverages are exploding in popularity and what independent grocers and CPG partners can do to capitalize on the opportunity.

Watch the podcast recording above or listen on Amazon, Apple, Google, or Spotify.

The alcohol-adjacent market, which encompasses non-alcoholic beer, wine, and spirits plus functional beverages, craft sodas, and kombucha, is valued at over $8 billion in 2024 and is expected to grow by 5.7% in 2025.

“What started as a wellness trend has become a full-blown movement,” La Kier explained, with shoppers “still wanting the ritual, the flavor, the experience of a great adult beverage” without the alcohol.

Why It’s Growing: From COVID to Gen Z

Lenzi pointed to multiple forces driving the boom.

“A lot of them started with COVID,” he said.

Lockdowns changed socializing habits, and health and wellness concerns grew. The biggest generational shift? Gen Z.

“Somewhere between 20% and 35% of Gen Z does not consume alcohol at all. Yet, hey still want to have a unique drink offering without any of the consequences of the alcohol.”

Importantly, interest spans beyond Gen Z. Millennials are also cutting back, and 82% of Boomers who enjoy alcohol will also purchase non-alcoholic options, Lenzi noted.

Merchandising Matters: Make It a Destination

From Lenzi's distributor perspective, the first step is visibility. “If I was back in retail today, I would have a dedicated set — a very substantial dedicated set — to this category,” he advised. That includes non-alcoholic beer, canned mocktails, wine, and spirits.

Where should it live? “We see some of the more successful sets in a space adjacent to the alcohol sets in the store,” Lenzi said, though some retailers place it with soft drinks or in a separate section.

Standout Growth Segments

While many legacy beer brands now offer non-alcoholic options, the fastest growth is in the craft segment — think stouts, hazy IPAs, and specialty brews — which Lenzi said are “growing in the triple digits year-over-year.” Ready-to-drink canned mocktails from brands like Clever and Mingle are also on the rise, offering midday-friendly, flavorful alternatives.

Other unique offerings include Lebanese brand Laziza, a non-fermented malt beverage, and well-known NA wine brand Fre. Athletic Brewing, now the 13th largest brewery in the U.S., is a category leader in craft non-alcoholic beer.

The Power of Storytelling

In a category that’s still new to many shoppers, education is critical. “It’s absolutely critical… the more we can educate people about the flavor profile, what to serve it with, and the story of the company, the more interesting it becomes,” Lenzi said. He suggested tools like QR codes on packaging or signage that link to product information, noting that similar tactics in supplements boosted sales threefold.

Retailer Action Steps

Lenzi's advice for grocers:

• Leverage data — use transactional and distributor insights to curate a high-performing assortment tailored to your market.
• Create trial opportunities — sampling programs, ads, and digital coupons can help overcome outdated perceptions.
• Balance price and selection — be mindful that many NA products carry higher price points.
• Promote across channels — from in-store displays to blog content and social media, drive awareness that you carry the category.

As Lenzi summed it up: “You’ve got to create that destination within the store so that people number one know you have it and number two… why it’s unique and different and why they should try it.”

With its crossover appeal to multiple generations, high growth rates, and “fun” product innovation, alcohol-adjacent beverages offer independent grocers a rare opportunity to lead rather than follow. For retailers ready to invest in storytelling, education, and smart merchandising, the sober curious trend could pour new profits into their beverage aisle.