3 Mar 2023Read of the weekRead of the week: alcohol-flexibility is on the rise

As people try to balance their health with fun and enjoyment while resisting the pressures and performance aspect of wellness culture, they are redefining what social drinking can be. Alcohol-flexibility is on the rise and new social spaces are emerging that better align with this behavioural shift.

J’Nae PhillipsJ'Nae Phillips is an Insights Editor at Canvas8. After an early career working in fashion and media, her passion for culture and journalism grew and she made the transition to writing and editing full-time. Outside of Canvas8, she can be found writing for her style-focused newsletter or adding to her growing book collection.

In London, England, Lucky Saint is opening a pub for those looking to explore the world of zero-proof beer and alternative beverages. The pub will serve both alcoholic and non-alcoholic drink options as well as a revamped food menu, and it has received £10 million in funding to expand its products to European markets and elevate its reputation as an independent non-alcoholic beer company.

Research from Alcohol Change UK, the charity behind Dry January, showed that almost 9 million people in the UK planned to abstain from alcohol consumption in  January 2023. And in the US between August 2021 and August 2022, total dollar sales of non-alcoholic drinks stood at $395 million showing a year-on-year growth of +20.6%.

The sober curious movement is gaining traction that extends beyond the month of January, reflecting a consumer shift in the way people evaluate their relationship with alcohol and the impact it has on their lifestyle. Functional drinking has emerged as a way to boost mental and physical wellbeing, and no-alcohol and low-alcohol drinks are reaching audiences increasingly drawn to sober choices.