I’ve been sober-curious for half a decade, on and off. As a chronic migraine sufferer, I realized alcohol—first white wine, then beer and, finally, even my beloved bourbon—triggered debilitating pain. When I first stopped drinking, the options were depressingly limited: a Diet Coke or a Shirley Temple. I felt like an afterthought in spaces built around drinking. Today, the change is undeniable: not only are there a plethora of complex non-alcoholic options, but sober bars from Toronto’s Zero Bar to Nomad in Marrakech and 0% in Tokyo are redefining nightlife beyond alcohol. 

The timing makes sense—the amount of booze sold in Canada declined between April 2022 and March 2023 (the most recent data available). Also, millennials and Gen Z are drinking less than previous generations, according to a 2023 Gallup survey. But this does raise new questions. Namely, with drinking habits shifting, what is the future of nightlife? And what can we learn from cultures that never centered alcohol in the first place to help guide this movement? 

Innovators in the non-alcoholic space

Part of alcohol’s appeal is its ability to help people relax and loosen up, and today’s non-alcoholic brands are tapping into the same desire, minus the hangover. 

For example, two of the most well-known brands—Kin Euphorics (co-founded by model Bella Hadid) and Curious Elixirs—incorporate adaptogens and nootropics. Those are herbs and botanicals that may reduce stress, improve focus and even promote a better mood. While the long-term benefits are still being studied, these ingredients are helping shape a functional and flavourful drinking experience.

But these aren’t new ideas. Adaptogens have been used for centuries in Ayurveda, Chinese traditional medicine and Slavic folk traditions—long before they became trendy wellness buzzwords. 

“Traditional Indian herbs from Ayurvedic medicine are making their way into everyday beverages,” says Manish Shah, the Arizona-based founder of Philters, a zero-proof spirit brand inspired by ancient infusions. “Chai is a perfectly good example of something that bloomed 30 years ago in [the U.S.] but has its origins in hundreds of years of traditional Indian medicine. Today, the trends are tulsi, turmeric, ashwagandha, ginger, rose, cumin, coriander and fenugreek.” 

Shah sees this as a broader move toward practical but complex non-alcoholic beverages. He adds, “I would love to see some ‘masala’ sodas in the U.S. that mimic the famous spice blends of India made sweet and with carbonation.”

The future of nightlife is an all-day party

Unless you’re on a bachelorette trip, our culture tends to discourage all-day drinking and partying—minus the occasional bottomless brunch. But with the rise of the sober-curious movement, nightlife is no longer limited to what happens after dark.

Once you’re buzzing on an adaptogenic aperitif, what does the party look like? Is it more cerebral? Do you have more energy? Or does it have to be limited to the late hours now that you’re sober? With quiet raves, coffee shop DJ sessions and daytime parties, the future of nightlife is perhaps unlimited.

“If drinking culture is changing and people are prioritizing their health, they may not want to stay out past 11 p.m. or midnight anymore,” says Cristian Villamarin, founder of Bevvy’s, a non-alcoholic bottle shop in Toronto. “On weekends, they want to wake up feeling fresh to go to a fitness class or to brunch. That’s why we’re seeing trendy alternative formats, [including] morning or daytime parties, like DayBreaker in New York or L.A. coffee shop parties. These are perfect examples showing that people may not need a night out drinking to have fun, meet people and dance.”

Bevvy hosted its first weekend day party, Sunday After, earlier this year, and the response was overwhelmingly positive. As Villamarin says, “It’s proof that you can still have vibrant, joyful experiences without alcohol or late-night partying being a core part of it.”

How long can you “just be curious”?

If you’re ready to toss the sober-curious movement onto the trash heap of fleeting trends—right next to the South Beach Diet and apple cider vinegar detoxes—industry experts caution this one has staying power.

According to recent LCBO data, there was an astounding 73 per cent increase in sales of non-alcoholic beverages in Canada over the last year. In global terms, the non-alcoholic beverage market is projected to reach USD $3.8 trillion by 2034, up from USD $1.8 trillion in 2024. Meanwhile, a study from NIQ reveals that 75 per cent of non-alcoholic beverage consumers also bought alcoholic products.In other words, it’s not black-and-white thinking when it comes to alcohol consumption but rather balance.

Camille Vidal, founder of the Mediterranean-inspired non-alcoholic brand Ghia, sees this shift as one of intention rather than elimination. She says, “There has been so much conditioning around alcohol that the word ‘curious’ gives people permission to question old habits and try something new without pressure.”

In turn, what it means and looks like to party is shifting. “Nightlife is evolving as people redefine what drinking means and are focusing on intention rather than excess,” Vidal says. “Many celebrate with less alcohol, different habits or even the ‘California sober’ (cutting out alcohol but potentially consuming cannabis or other substances) approach. I think people are realizing that you don’t have to drink as much as previous generations did to have a good time.”

As drinking habits change, more inclusive spaces that present non-alcoholic options as exciting as a cocktail menu are emerging. 

“When I host, I offer both options,” says Vidal. “I’ve noticed people naturally drink more moderately when non-alcoholic choices are available.”

As it turns out, the future of nightlife isn’t about eliminating alcohol. It’s about offering choices where people feel free to sip what they truly want rather than what’s expected.