Sober Is The New Cool: Will Mindful Drinking Overtake Alcohol?

Normalizing sobriety in an alcohol-dependent society is difficult, especially when individuals are up against a trillion-dollar industry pumping out advertisements and making it seem like the only way to experience life is with a drink in your hand. Marketing budgets for alcohol brands are expected to rise to $7.7 billion by next year, and the indu... See more

“People aren’t looking to get wasted anymore — they are health conscious and they care about their image. They don’t want to be that drunk person on Instagram; they don’t want the calories or the hangover. They’re looking for what I’m looking for.”