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The rise of the alcohol-free movement and why it's becoming fashionable

We call it ‘THE NEW DRINKING’. I have been working in the hospitality sector for over 25 years: living it, experiencing it, drinking it, smoking it and observing it carefully as it evolves.

the new drinking cap

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I have worked with several partners, including trained sommeliers, bartenders, brewers, chefs, restaurant owners and suppliers, and I have always been prepared to try new things. Suffice to say, I like alcohol and there’s a lot of booze around me

The buzz around non-alcoholic drinking

But recently, at least over the last few years, my attention has been drawn to the buzz around the non-alcoholic drinking culture. Is it becoming a lot more fun to be sober and it’s not due to my age. 

The attitude within the hospitality industry has changed significantly in the last two decades and today the challenge is bigger than ever. As Darwin said: ‘It is not the strongest of the species that survives, nor the most intelligent; it is the one most adaptable to change’. And now is the time to change.  

I have noticed an increased interest in sober-curious consumers. Having spent my entire career in and around the beverage industry, my partners and I have created THE NEW DRINKING, our latest concept, which offers a wide choice of drinks that are considered to be the most innovative, fresh and alternative in the market, able to satisfy every request and the most demanding palates. 

Every drink we offer is unique, made with original ingredients, in amazing and surprising flavours and without alcohol, yet able to give you the feeling that you are drinking alcohol. A shift has begun. Enter the ‘sober curious’: those who drink less or not at all, and broadcast their abstinence with pride as a part of their social media persona. 

In the recent book, ‘Sober Curious’, Warrington says reduced alcohol intake ‘is the next logical step in the wellness revolution.’

The benefits of taking a break from alcohol

Although the health benefits of light and moderate drinking may be questionable, there’s no doubt about the benefits of taking a break from regular alcohol consumption.

Capitalising on the ‘Dry January’ movement in 2016, a team of London-based researchers measured a battery of biological markers on 94 moderate-to-heavy drinkers who abstained from alcohol for a month, compared with a control group of 47 individuals who continued their normal drinking. At the end of just one month, the abstainers showed significant improvements in insulin resistance, body weight, blood pressure and cancer-related growth factors. It should be noted that this study did not include light or occasional drinkers, whose alcohol-related health risks are extremely low.

Why it may make you feel better

You may have had the experience, on a night out with friends or family, of someone requesting a drink that is not on the menu to be told “I’m afraid this is all we have”. There are many reasons to order an alcohol-free drink, such as being on medication, driving, pregnancy, the influence of friends or religious beliefs. Often the only alcohol-free drinks available are soft drinks, orange juice or water and other less healthy options.

Citizen of the world

I consider myself a citizen of the world and as a typical Venetian, I prefer to build bridges instead of building walls. I love to connect with people from all around the world to learn about their customs, lifestyles and life philosophies.

The result is THE NEW DRINKING, a way to include all my friends and have fun while socialising, to appreciate the happiness of sharing our experiences around a table and enjoy the balance of different food, drinks, attitudes, religions, sexual orientations and lifestyles. This extends to include all personal circumstances, whether it be vegan, vegetarian, diabetic, coeliac and other issues such as alcohol abuse and social pressure to drink...

There is a strong emotional pressure and deep-rooted tradition in our society that to celebrate we need to drink alcohol and anesthetise our senses. It´s fun and cool, but the morning after we have to face a very different reality: is it worth it?

Let me be completely clear. I am not here to preach, nor to prescribe. I am here simply to present the facts and to share my experience. I decided I wanted to do something about this and offer you an option. The choice is totally yours. To drink or not to drink.

I believe I can bring some value to my community, and to the world, so that everyone can find a balanced life in body, mind and spirit. Remember you are what you drink, and you can enjoy life without necessarily having to drink alcohol.

Final thoughts

If you find this blog interesting and useful, you may want to support us further and be part of this movement. Check our website for more info: www.thenewdrinking.es.

We are the first company in Spain, and in Europe, to specialise in the online sale and distribution of bespoke drinks that are alcohol free, gluten free, sugar free, calorie free, lactose free, free from pesticides, organic, vegan, vegetarian, halal and CBD drinks. Our company is introducing a new concept that offers a wide range of innovative drinks with multiple benefits for your body. The ingredients used to create these products have many properties, including hydration, stimulation, relaxation, are rich in vitamins and have many other positive effects on your body, mind and spirit. Our aim is to help you achieving a holistic wellbeing: ‘mens sana in corpore sano’.

the new drinking cap

Get This Baseball Cap. You Will backing a project to contribute to its success.

New eBook Reveals How To Successfully Open A Restaurant… Free E-Book!


About the Author

Oscar Panizzon is the Co-founder of THE NEW DRINKING project. Background in the management and hospitality sector of the European market for over 25 years, covering various aspects of the business. Now focusing on the drink industry, offering consultancy services, brand development, advice for start-up businesses and pursuing my passion, which includes launching alcoholic and non-alcoholic products in the new market.