For many Canadians, alcohol is losing its lustre and drinking less, or not at all, is bringing on a better buzz
When the village of Elora, Ont., held its first Craft Gin Festival last month in celebration of World Gin Day, one of the nine small-batch local distillers invited to showcase their wares was Sobrii.
Even 10 years ago, Huitema doubts that a zero-proof libation like his would have found much acceptance. However, the feedback he heard in Elora reflects a shift happening around the world toward more mindful drinking, a trend reflected in the growing number of “sober curious” people who are rethinking their relationship with alcohol.
To Celina Rodiguez, a 25-year-old naturopathic medicine student in Toronto, the term sober curious means making the choice to have more experiences in life that are not influenced by booze. When she does order a cocktail, she says it’s a “treat” rather than an expectation. “Because of social media, my generation is way more attuned to the health risks associated with drinking than generations before.
This demographic is also drinking less than generations before. A 2020 report from Berenberg Research found Gen Z drink 20 per cent less than millennials; and millennials are drinking less than both Gen X and Baby Boomers. On Tinder, over 70 per cent of members identify as non-alcoholic.
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