Millennials and Generation X are always looking for the next big thing and there's one trend that appears to have taken a solid hold, being 'sober curious'.
As health takes priority, 'mindful drinking' is becoming more popular and acceptable, with people looking for a way to still have a 'good time' - without bingeing at bottomless brunch or getting legless at Friday's post-work pint.
Non-drinkers are now demanding better options so they're not excluded when it comes to ordering at the bar, which is what 'The Clean Vic' hopes to achieve.
The pop-up by Sainsbury's will be the UK's first ever traditional pub to serve only non-alcoholic and low ABV drinks.
Taking advantage of the rise in the 'sober curious', the pop-up will be opening on Oxford Street for two days where thirsty punters can try a whole host of wines, beers and spirits – including the UK’s first non-alcoholic dark distillate, which takes the appeal of whisky.
Millie Gooch, the founder of online community Sober Girl Society, has partnered with the retailer ahead of the launch, and says the interest in being sober can only be a good thing.
The move towards ‘sober curious’ and sobriety has demonstrated a growing demand for more non-alcoholic options.
‘I think it’s great that [being sober] is becoming popular and that people are picking up on it more and The Clean Vic is a great way to get into that idea, for people to test the water and see if they cut down,' she told FEMAIL.
‘But it can sometimes trivialise it for people who are wanting to get sober. For me it’s not been an easy thing.
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'It’s great that its gaining moment but we have to be careful about it being a trend.’
The writer, who hosts meet-ups and hangouts through her community, explained to Femail how a stint at university turned her into a ‘binge drinker’ and then a move to PR only fueled her need to ‘rely on alcohol for a good time’.
As she reached her mid-twenties, Millie connected the dots and discovered that her poor mental health, low productivity and lack of zest for life was the result of her dependency on alcohol.
‘At first I didn’t put the link together. It began to permeate into my everyday life, and I started to feel on edge. The only thing I could think was to go out and party.
‘I was trapped in this cycle of feeling anxious, drinking, then feeling more anxious. It was then that I began to question my relationship with alcohol.’
Millie credits the moment she read Catherine Gray’s book the Unexpected Joy of Being Sober as the turning point in her life back in February 2018.
She decided to give up alcohol altogether and shortly after the Sober Girl Society was launched.
Millie turned being sober into something aesthetically appealing on Instagram, with inspirational quotes and fun tips for her fellow community.
But most importantly she encourages those who want to take the step to being sober on how to do it and not to be afraid of being different in a world were drinking culture is promoted so readily.
For the 27-year-old going against the grain was difficult and says now she has to navigate the line between drinkers and non-drinkers on Sober Girl Society.
‘I totally respect anyone’s decision to drink and those not drinking. I never preach to anyone it’s more about letting girls know that if you are questioning their relationships with alcohol that there is another option out there.
‘Most of my family and my friends out there drink, it’s not like I disassociate myself from drinkers or that I believe we should all stop drinking alcohol.
It’s just offering those options, places like The Clean Vic that people can go to.’ She adds: ‘There is much more of a demand for places to serve no alcohol products and that way we encourage non drinkers to live their lives the way they used to by going to the pub.
‘It would be great if there were those spaces dedicated to non-alcohol spaces. It’s offering as many alternatives as alcohol ones.’
This article has been adapted from its original source.
