As consumers continue to prioritize their health and wellness, many are cutting back on alcohol and joining the booming sober-curious movement. In fact, according to new research from Mintel, nearly four in 10 U.S. consumers closely (22 percent) or occasionally (16 percent) follow a sober-curious lifestyle. Naturally, the non-alcoholic (NA) beverage category is thriving as a result.
It’s a topic that Jim Gunning, cmo at non-alcoholic beer brand Best Day Brewing, is passionate about. In this episode of Event Peeps, Gunning weighs in on why the sober-curious movement has seen such rapid growth and how it’s impacting events (think: the mocktail bars on offer at this year’s Coachella). He also offers a look at how Best Day’s grassroots sampling strategy and approach to sports sponsorship is boosting brand awareness and busting misconceptions about the so-called lackluster taste of non-alcoholic beers.
“Whether it’s for better sleep, those midweek beers and you need to get up and have a productive day in the morning, or those post-workout rewards that so many people like to have after a big run or ride and still maintain productivity, there are so many different [reasons] as to why this category is becoming more and more attractive to the general public,” says Gunning. “…You’re now starting to see event producers realize that ‘yeah, this is a very viable category, and I need to address this with my guests.’”
Gunning, whose background includes 10 years leading sports marketing at Red Bull, takes us through the ins and outs of the NA category, how Best Day is educating the public on the non-alcoholic beverage “usage occasion” and why, when it comes to health and wellness and the sober-curious movement, “I just don’t see us moving backwards for any reason.”