Tastes Good Magazine

Sober Curious

2 articles

Young adults enjoying a social gathering with a variety of sophisticated non-alcoholic beverages, symbolizing the sober curious trend.
Culture

Gen Z's sober curious trend disrupts alcohol market by 2026

In 2024, almost a quarter (24%) of adults in England reported not drinking alcohol, a significant increase from just under a fifth (19%) two years prior.

Kenji Nakamura·June 8, 2026
Young adults socializing and enjoying creative non-alcoholic drinks in a stylish, contemporary bar setting.
Drinks

Sober Curious Movement Redefines Non-Alcoholic Beverage Market

In 2026, 9% of young adults aged 18-29 in the United States report familiarity with the sober curious movement, and 7% have participated in a temporary alcohol abstinence challenge (TAAC) in the past

Maya Lin·May 12, 2026