The observation, posed aloud by a fellow traveler, hung in the warm desert air: "I wonder how many of these you’d have to drink to get a buzz?"
The subject of his curiosity? Non-alcoholic beer. More specifically, a selection of craft brews from Athletic Brewing Company, the purveyors of alcohol-free alternatives that had brought a group of media members, including myself, to Palm Springs. The bearded gentleman, a public relations professional representing the brand, was watching us engage in spirited (though decidedly less intoxicating) rounds of beer pong and flip cup, all fueled by the 0.5% ABV offerings. He continued, doing the math with surprising accuracy, "If they’re each 0.5 percent alcohol content, it’d take about ten to reach the alcohol content of a Coors Light. You’d have to drink them super fast, of course."
The scene, a sun-drenched lawn buzzing with the playful energy of adults indulging in childhood games, encapsulated a broader trend reshaping the landscape of travel and leisure: the rise of sober travel. This shift is fueled by a growing desire for mindful exploration, prioritizing authentic experiences and personal well-being over the haze of alcohol-induced escapism.
Athletic Brewing Company, founded in 2017 in Stratford, Connecticut, stands as a testament to this burgeoning movement. The company is a microcosm of the expanding non-alcoholic beverage industry. Recent data paints a compelling picture: Nielsen reported a remarkable 33.2 percent year-over-year increase in non-alcoholic beverage sales. This translates to a significant $331 million market expansion, revealing a substantial appetite for alternatives to traditional alcoholic drinks. While alcohol sales saw a surge during the pandemic, the non-alcoholic sector experienced parallel growth, indicating a deeper, more enduring shift in consumer preferences.
The growth trajectory of Athletic Brewing itself mirrors this trend. According to co-founder and CEO Bill Shufelt, since its inception, the company has ascended to become a top-25 brewery in the United States. Further solidifying its position, Athletic Brewing commands a 45 percent share of the craft non-alcoholic beer market and an eight percent share of the broader $254 billion non-alcoholic beer market within the US. From its initial base in Stratford, the company has expanded its operations to include a state-of-the-art facility in San Diego, boasting a team of award-winning brewers dedicated to crafting exceptional non-alcoholic beers.
The driving force behind this success story lies in a shared desire among many to enjoy the social aspects of drinking without the drawbacks of alcohol consumption. The modern adult lifestyle often demands peak performance, both physically and mentally. Shufelt noted that their initial market research confirmed this, revealing a significant portion of the population seeking "mindful options for their high-performance lifestyles." "We usually saw upwards of 50 percent of respondents being excited to drink better beer fit for their modern lifestyle – where the non-alcoholic category only had a 0.3 percent share of beer."
Shufelt attributes the historical lack of options in the non-alcoholic beer market to "a reflection of a lack of innovation" and a failure to listen to customer feedback and industry trends. He believes that Athletic Brewing’s success stems from recognizing and catering to the significant, yet previously underserved, segment of adults seeking "better-for-you beer."
The rise of The Case for Sober Travel is a trend I have personally witnessed, and increasingly embraced. While I’ve had unique experiences and trips that involved beer tastings, I’ve grown to increasingly appreciate sober travel and adventure.
This appreciation for The Case for Sober Travel extends beyond personal preference, reflecting a broader cultural shift towards prioritizing well-being and mindful consumption.
Athletic Brewing has garnered a devoted following among adventurers and travelers who share this ethos. Dani Reyes-Acosta, a mountain athlete, advocate, and Athletic ambassador, exemplifies this trend. She embarked on her "sober curious" journey in 2014 while traveling and adventuring in South America. "As a solo female focused on finding remote waves and mountains to visit, I needed all the presence of mind I could muster," Reyes-Acosta explained. For her, sobriety isn’t a restriction, but rather a tool for maximizing her experiences and ensuring her safety in challenging environments.
This "presence of mind" is crucial for achieving peak performance and entering a state of flow, where one is fully immersed and engaged in the present moment. "It’s easier to flow into focus with an alcohol-free state of mind. Flow lets me meet challenges with every single ounce of presence and competence I have in my body and mind, meaning I’m ready for whatever unexpected moments may come my way," Reyes-Acosta elaborated. She emphasizes the interconnectedness of physical, mental, and emotional well-being, stating, "My physical, as much as mental and emotional well-being, hinges on mindset: whether I’m traveling, training, or executing, staying tuned into my surroundings means that I often seek to be as substance-free as possible."
Kaylin Richardson, a former professional skier and Olympian, offers another perspective on The Case for Sober Travel. Having spent years immersed in a culture often associated with substance abuse, she has witnessed a positive shift in attitudes and behaviors within the ski industry. "The ski industry has been rife with alcohol abuse posed as just knocking a couple back after every ski day, shift at work, cliff drop, and breakup," Richardson says, noting over the past five years, a "light has been shed" on the issue.
She highlights the increasing awareness of the potential harms of excessive alcohol consumption and the emergence of a more balanced approach. "Not every beer needs to turn into a bender, nor every glass of wine into oblivion," Richardson stated. The availability of non-alcoholic options provides individuals with the freedom to participate in social gatherings without compromising their personal health and well-being. Richardson is optimistic about the future, noting, "There are more options now and, I believe, people like that. I have also seen the emergence of sober ski trips offered, which is super cool. More than anything, though, the largest telltale sign of a shift in the ski community is that now when new friends grab a drink after skiing and someone orders a club soda or a buddy shares non-alcoholic beer with strangers in the parking lot, it’s not anything special, it is just normal. That is a great trend to see." This normalization of alcohol-free choices represents a significant step towards a more inclusive and health-conscious culture.
My own experience in Palm Springs provided a firsthand glimpse into the potential of The Case for Sober Travel. After consuming a surprising quantity of Athletic Brewing’s offerings throughout the day – post-hike, poolside, and during games – I found myself surprisingly energized and ready for a sunset run. The following morning, I was able to wake up early for another run before brunch, yoga, and the drive home. The absence of hangxiety and a hangover underscored the benefits of choosing non-alcoholic alternatives. The experience prompted a reevaluation of my own relationship with alcohol and inspired a commitment to exploring the possibilities of sober travel.
The appeal of sober travel extends far beyond simply avoiding hangovers. It’s about cultivating a deeper connection with oneself, one’s surroundings, and the experiences that travel offers. It’s about being fully present in each moment, appreciating the nuances of a new culture, and engaging with the world with clarity and intention. It’s about prioritizing well-being and making conscious choices that support a healthy and fulfilling lifestyle. As the demand for mindful and authentic experiences continues to grow, the sober travel movement is poised to reshape the future of travel and leisure, offering a path towards richer, more meaningful adventures.
