The sober-curious revolution is redefining our relationship with alcohol

written by Ryn Pfeuffer | photography by Jackie Dodd, Brooke Fitts & Bill Purcell

Indulging in Seattle’s vibrant scene was once synonymous with clinking pints, shots or cocktails, but times are changing. Whether you’re toasting for a night or embracing a lifestyle shift, the Emerald City offers an array of options to support sobriety. Nonalcoholic trends are on the ascent, mirroring a shift in social dynamics. The rise of the “sober-curious” movement, where folks actively explore reduced alcohol or teetotalism, is evident. Gen Zers spearhead this evolution, steering the conversation from cocktails to mocktails, as highlighted in the 2023 NCSolutions Consumer Sentiment Survey of 1,000 Americans. The embrace of this movement is palpable—25 percent of Americans are tuned into the sober curious wave.

This surge in interest is more than a passing trend. This is a seismic cultural shift reflected in the staggering sales figures of nonalcoholic drinks, totaling $395 million with a remarkable year-on-year growth of 20.6 percent from August 2021 to 2022, as reported by NielsenIQ. This shift isn’t a fleeting moment confined to Dry January. It’s a movement gaining momentum across age groups. The motivations for this shift are manifold, from saving calories and money to improving sleep, skin and overall well-being—plus, the blissful joy of waking up hangover free on weekends.

Seattle isn’t just embracing sobriety—it’s championing a culture that welcomes a mindful approach to drinking, one sip at a time.

Thirsting For Excellence

In February 2023, Jess Buerkle from West Seattle decided to abstain from alcohol due to declining enjoyment and concerning health indicators, marking a turning point in her prioritization of self-care. “More and more bars and restaurants have started to include NA choices in their menus as a matter of practice but to varying degrees of competence,” she said. “The ones I end up enjoying most are those that are inclusive of NA selections within their cocktail menus, not an afterthought of teas and sodas.”

Right now, Buerkle is most excited about the NA beverage programs at Life On Mars and Kamp Social House. “Life on Mars is a vinyl bar with excellent vibes and a vegan menu. Its cocktail menu is grouped by flavor profiles, and every section includes a low- or no-ABV (alcohol by volume) option,” said Buerkle. There, she enjoys the Birds of Paradise. “This hits just like a classic tiki drink, and I’m a sucker for a shrub of any kind.” The base of this drink is a pineapple shrub.

Another local bar and restaurant Buerkle loves is Kamp. “It’s a lesbian-owned neighborhood gem with robust dedicated low- and no-ABV sections on their menu,” she said. The NA French 75 at Kamp really blew Buerkle away. “It tastes just like the original, made with NA alternatives,” she said.

Mixing Magic

Kamp Social House Elevates NA Beverage Appeal

Marceil Van Camp, co-owner of Kamp Social House in Seattle’s Madison Park neighborhood, understands how challenging it can be to find a place with excellent NA options, especially paired with great food and ambience. (Van Camp co-owns Kamp alongside her life and business partner, Katy Knauff, a seasoned restaurateur. The name “Kamp” is a fusion of Katy and Marceil’s Place, symbolizing their collaboration.)

Van Camp embarked on a yearlong alcohol hiatus to immerse herself in the NA scene. She aimed to authentically understand the preferences and requirements of non-drinkers, ensuring that Kamp’s alcohol-free menu truly resonated with them. She delved into their world to grasp a crucial aspect—the emergence of entirely novel NA spirits. Rather than mimicking alcoholic beverages such as gin or rum, she highlights that many NA spirits are innovative concepts distinctly crafted without alcohol. “This means you can get super creative with flavor pairing versus just trying to copy a boozy cocktail,” she said. “That said, we do have a few replica-type cocktails on our menu, like the NA French 75. What’s important to note when making an NA cocktail is that the mouthfeel will likely be different than what you are used to. So, we layer in complex acids to make the cocktail come together smoothly.”

Since Kamp opened its doors in 2022, the enthusiastic response from individuals seeking nonalcoholic options has been truly remarkable. “It’s satisfying to witness the joy of non-drinkers when they discover the dedicated unboozy section on our signature cocktail menu,” said Van Camp. She mentioned a circle of single friends who consider Kamp their go-to spot for first dates, valuing the safety of an alcohol-free environment. They also don’t necessarily want to make it a “first-date topic.” So, they order a drink, she said, and their date is none the wiser about its ABV. Kamp has also been the gathering place for numerous sober anniversaries, often attended by a mix of both drinkers and non-drinkers. Notably, it’s a popular spot among several celebrities. Van Camp expressed the joy of listening to their varied narratives, from triumphs over addiction to quests for better skin health, driving their motivation to embrace a lifestyle change. “Additionally, it’s an enjoyable opportunity to educate curious individuals about NA spirits, wine and beer, dispelling misconceptions about ‘mocktails,’” she said. “The enthusiasm from those driven by sober curiosity adds an extra layer of enjoyment to the whole experience.”

For savvy restaurateurs, Van Camp notes that the emergence of nonalcoholic beverage programs opens up fresh revenue streams for those who recognize the demand from non-drinkers. “These additional income sources translate to increased hiring and purchasing capacity, providing more chances for small businesses to expand and uplift their communities,” she said. “When restaurants seamlessly incorporate alternatives into their standard operations, it enhances the overall dining experience within a community. Or, as we say at Kamp, ‘More is more!’”

Van Camp dreams of a world where terms like “mock-tail” and “virgin” cocktails become obsolete. “These terms undermine the essence of the NA category, which is a new category based on the idea that people desire more options, and they want those options to be excellent,” she said.

An NA Retail Paradise

Meet Kirstin and Yura Vracko, the dynamic duo behind Cheeky & Dry, a haven for sophisticated nonalcoholic beverages. Their journey started when they decided to ditch the cocktails for a healthier lifestyle. “We love the after-work ritual and into the evening cocktails, but the toll it was taking on our bodies and our relationship was not sustainable,” Kirstin shared. Recognizing a gap in the market for elevated booze-free options, Kirstin delved deep into research and development. “We want to support a community of mindfulness and provide products that promote that.”

The reception? Overwhelmingly positive. The outpouring of gratitude has been immense, with constant heartfelt “Thank you so much for opening your shop” messages. “Being part of such a health-conscious community has been an absolute blessing for mind and body,” Kirstin shared. At Cheeky & Dry, it’s about celebrating wellness without compromising taste or experience.

Curious about their top sellers? Think Drømme, Tenneyson, Roots Divino, RSRV Collective, Pentire, Wilderton and The Pathfinder—a lineup designed to charm even the most discerning palate.

“We would love to see the world of NA beverages evolve to be even more sophisticated and embraced in the cocktail industry,” she said. “These products are complex and beautiful and deserve to be on bar menus as much as alcoholic cocktails.”

Terroir-Driven Excellence Redefines NA Wine

Hold those thoughts of stowing away your wine glasses just yet. There’s a trend making waves in the world of libations—the realm of NA wine. Enter Stephen Mull, the self-proclaimed wine geek on a mission to craft a terroir-driven, alcohol-free wine experience. His brainchild, Wild AF, isn’t your typical juice; it’s pure wine sans the alcohol—no added sugars, just naturally low in calories.

Wild AF currently features two offerings: a sparkling rosé and a crisp sparkling white, conveniently packed in sleek cans (equivalent to two bottles of wine in a four-pack). The white blend is a masterful fusion of de-alcoholized California chardonnay and muscat. The rosé is made from 100 percent Syrah grapes, also from California. Both wines boast purity with no added sugars or juices. Eventually, Mull would like to see grocery stores dedicate a section solely to NA beverages, ensuring accessibility for all.

BuzzCutt Revolutionizes Finding NA Bars & Retail

Meet Olivia Sears and her wife, Sarah Sears, the dynamic duo behind BuzzCutt, an app designed to revolutionize how we enjoy drinks. Not only does this app cater to those embracing sobriety, but it’s also a beacon for anyone redefining their relationship with alcohol. Based in Portland, the city that proudly unveiled the nation’s first nonalcoholic distillery and tasting room, BuzzCutt is your guide to a world of NA delights. Picture this: a map brimming with bars, restaurants and even your local grocery store, all stocked with an array of nonalcoholic beverages. Best part? It’s all at your fingertips, and, yes, it’s completely free.