In America, it’s hard to imagine a party without alcohol, especially during holidays. Because drinking is associated with celebration, it can be difficult to navigate alcohol-filled festivities if one doesn’t want to drink beer, wine or spirits.

However, the role of alcohol in social settings is shifting. Drinking among those younger than 35 has fallen by 10% in the last decade, and those who commonly drink are drinking less. Even moderate drinking is viewed as unhealthy, and the U.S. might change the alcohol guidelines to two drinks a week.

The so-called Sober Curious Movement began in 2018 with the book of the same name by Ruby Warrington. It recommends a mindful approach to drinking alcohol. Participants are encouraged to sip with intention and tune into the “why” behind their drinking habits. It’s not about completely abstaining from alcohol, but rather exploring the favorable effects of not drinking in excess.

Brooke Scheller, doctor of clinical nutrition at Functional Sobriety and author of “How To Eat to Change How You Drink”, says eliminating alcohol is one of the best things people can do for their health.

“What I always say across the board is people feel better almost in every way when they eliminate alcohol,” she said. “…especially if there's a health condition or something in particular that they're struggling with. Eliminating alcohol can be a really important way to start improving that.”

Scheller says too much alcohol can negatively affect hormones, gut health, the liver, the brain, memory, anxiety and cortisol levels.

“Alcohol increases our cortisol levels, which can cause a lot of different effects, but it can increase anxiety, it can affect our energy levels, it can affect hormones. There's kind of nothing that alcohol doesn't have a negative effect on,” she said.

There are a number of reasons people choose not to drink, including medical issues, religion, health, pregnancy, personal choice or recovery, and Los Angeles is creating a scene that is more inclusive of people’s decision to abstain.

Maria Sierra, an LA resident and aspiring actress who’s been sober for nine months, appreciates LA’s events that serve mocktails. During awards season in 2023, she attended a Paramount event where apple cider mocktails were served as an option instead of alcohol.

“I find that it really sparks conversation,” she said. “…people that didn't even realize that they wanted to get sober, all of a sudden they're like, ‘Whoa. That kind of sounds cool.’”

Timeline: Popular non-alcoholic beverages over the years

There are many ways to have fun without alcohol throughout LA. The city is redefining what it means to imbibe via options like Ritual Zero Proof gin alternative, mango mule mocktails and wine alternatives served at events like sober dance parties and tailgates.

COMMUNITY DANCE PARTIES

As an alcohol addiction counselor, Adam Weiss, founder of Natural High, wanted to hold a party where alcohol isn’t the main event. He wanted a place where anyone can be naturally high on vibes, and quench their thirst with a cooler filled with canned mocktails.

After over a decade DJing and throwing parties that thrived on alcohol and drugs, Weiss says he was called to recreate a party scene that values self-care and love without an open bar or keg.

Natural High attendees dance and socialize without alcohol. Photo courtesy: Dez Burks-Goodman

Alcohol releases endorphins and increases activity in the dopamine neurons, which creates an artificial “buzz”. Natural High attendees, however, don’t have to depend on that feeling to dance the night away. Weiss says his dance parties help people to be present and energized, and to connect with one another.

“I think, to allow yourself to go into a space where you're not hiding your discomfort in alcohol, and instead you're allowing yourself to lean into the discomfort, that's how you get actual connections,” he said.

Similar to a “day rager,” the party starts early in the afternoon and fades at sunset. The event always begins with a gratitude practice, like yoga or somatic movement. Then, they shift to party vibes with funk and soul music, dancing, giant Jenga, cornhole, community art and non-alcoholic drinks by brands like Hiyo.

“I think it's a radical way to show yourself self-love,” said Weiss.

USC partners with Recess which offers Zero Proof, a line of canned mocktails that come in fruit flavors. Zero Proof is a non-alcoholic alternative to classic cocktails. Photo courtesy: Recess

SOBER TAILGATES

Despite Gen Z choosing to drink less alcohol, there is still concern about excessive drinking on college campuses. Binge drinking has consequences like hospital transports, sexual assault, driving under the influence, academic problems and death.

Recess Zero Proof for sale alongside alcoholic beverages in the Los Angeles Coliseum. Photo courtesy: Recess

The University of Southern California is offering new, alcohol-free options at its athletic events and tailgates. This football season, Recess Zero Proof Craft Mocktails hit the Los Angeles Coliseum. The canned mocktails come in flavors like lime margarita, ginger lime mule, watermelon mojito and grapefruit paloma, and each drink is infused with guayusa and adaptogens.

“It enables people to switch off in between drinks, or have one or two drinks in the beginning and then transition to something like Recess,” said Benjamin Witte, the company’s founder and CEO.

Studies and spirits: USC students talk about college drinking culture. Photo courtesy: Denys Gromov

Selina Kausar, a USC graduate student studying journalism, doesn’t drink alcohol and feels more welcomed at such events where she’s not the only sober student.

“I really like that they're trying to not make social life and parties synonymous with drinking culture,” she said. “I think it's really important that there is a growing acceptance and normalization that not everyone who attends these things will be drinking or want to drink.”

NON-ALCOHOLIC STORES

The New Bar in Venice has bottles lining its shelves, but they aren’t filled with booze. This store and tasting room is non-alcoholic, which is defined as anything that contains less than 0.5% alcohol. The shop sells less than 0.5% or 0% alcohol with a variety of curated collections, non-alcoholic wine, spirits, beer and more.

The New Bar’s twist on the traditional Thursday night happy hour includes non-alcoholic drinks and book launches.

The surge in the global non-alcoholic beverage market is driving the opening of more non-alcoholic bottle shops like this one.

“We… see people who, for some health reason or another, maybe are taking a break from alcohol momentarily or have done away with it altogether,” said Brianda Gonzalez founder of The New Bar. “And we've definitely seen people across all age groups interested in the category as well.”

The New Bar hosts events with open mocktail bars where attendees can drink limitless drinks without having to worry about driving home after ingesting alcohol.

Just like an average bottle shop, The New Bar has regular community events and tastings of brands like Prima Rave Blanc De Blancs, Ghia Lime & Salt and Spiritless margarita. These are meant to give the community a social hour without alcohol, in a fun setting.

“I had a cocktail. I had a nonalcoholic wine. And now, I'm trying one of the beers and I'm so excited because there's no alcohol in them,” said Brittany Charnley, an attendee at a book launch at The New Bar. “And I feel refreshed, and I'm going to drive home and drive home safely.”

BOOZE-FREE BARS

Non-alcoholic bars like Bar Nuda, in the Los Angeles area, are popping up to make nights to remember. Pablo Murillo, the co-founder of Bar Nuda, says in English, nuda means nude, which implies celebrating one’s true self in their most present self.

“We are not only pioneering what we call the the sober cocktail bar movement, but we are also at the very same time basically just creating a space for a community that's already there, that's looking to drink less, that's looking to be sober curious,” he said.

Such bars create a setting where one can stay out late and still hustle the next day, without a hangover.

Bar Nuda’s menu includes classics like a margarita, but without a drop of liquor. All of their drinks contain functional ingredients that are sourced from Mexico.

And even more non-alcoholic cocktail menus are redefining how the city drinks in social settings.

FUNCTIONAL MOCKTAILS

Mocktails may be extra appealing if they have health benefits. Kerry Benson and Diana Licalzi, dieticians and founders of The Sober Curious Dietitians, use their medical background and personal experience with alcohol to create functional mocktail recipes on their digital platform.

The pair say their recipes are designed to help improve sleep, reduce gut inflammation, clear skin and sustain energy levels. For example, they use ginger in many recipes to alleviate nausea.

The drinks include natural sugars and sweeteners, like frozen fruit, coconut water, honey, maple syrup and dates. This mimics the sweetness of the simple syrup commonly found in cocktails, but without the extra calories and artificial sugars.

“I would say the biggest priority that we had outside of making it taste good is trying to limit the added sugar in the drinks,” said Licaliz. “…nonalcoholic beverages have a reputation of being overly sweet.”

Recipes from "Mocktail Party: 75 Plant-Based, Non-Alcoholic Recipes for Every Occasion". Recipe and photo courtesy: The Sober Curious Dieticians

SOBER CURIOUS MAY STAY

As research continues to emphasize the consequences of drinking, a future without it could be the answer. With Dry January approaching, people have the opportunity to focus on their health and explore sobering effects. “Dry Tripping”, a vacation without alcohol, could be the next sober trend in 2024.

Scheller points to high profile people opening up about their experiences with getting sober and the influence this has on society. As more Hollywood celebrities like Lucy Hale, Nicki Minaj and Adele choose to abstain, it sends a powerful message to mainstream culture that drinking does not have to be the norm.

“We have books coming out about this topic. We have podcasts about this topic. And so now, it's not as difficult as it was to explore this when the only option was something like Alcoholics Anonymous,” Scheller said.

For aspiring actress Sierra, it’s an individual choice. “You won't really be able to describe it unless you are experiencing it,” she said. “And there are endless benefits to getting sober. And if somebody is like, ‘Hey, I'm curious about this.’ Well, I would tell them, ‘Try it for a week and see how you feel.’”