For many of us, a new year feels like a new start. It’s a chance to do more of what we love such as reconnecting with nature, getting back into our fitness, and spending more time with those we love.
A new year is also the perfect opportunity to rethink certain relationships, like the one we have with alcohol.
Healthy hedonism is one of the key trends we’ve identified in our TRNDS 2024 report, Eventbrite’s annual trend forecasting guide — and younger eventgoers are leading the way.
In our survey, 56% of 21- to 35-year-olds in the UK and Ireland (and 53% of all attendees in that region) said they’d find events that offer zero-proof and low-alcohol drink options appealing, with 62% of those respondents willing to pay a higher ticket price for these events.
In fact, low- and no-alcohol events grew globally by 73% on the Eventbrite platform between January and September 2023, compared to the same period in 2022 — and the sober-curious trend shows no sign of slowing down.
“I’m excited to see more mainstream venues, bars, and restaurants carrying non-alcoholic options,” says Elizabeth Gascoigne, who runs Absence of Proof’s alcohol-free pop-up events in cities across the US.
You don’t have to be operating exclusively in the sober space to dabble in no- and low-alcohol options, but considering the needs of this growing community will help future-proof your events by making them more accessible.
“The biggest aspect that no/low beverages bring to an event is inclusivity,” says Gascoigne. “I’ve talked with countless people who have told me that they don’t even want to be drinking at events, but there are no non-alcoholic options.”
We spoke to event organisers running successful events to get their top tips on embracing the sober-curious trends — and winning over this growing community.
Any event can be sober-curious
There’s no one-size-fits-all when it comes to sober-curious events. In the first few weeks of 2024 alone, there are a variety of options catering to different groups and interests: sober crafting and cocktail-making, sober dancing and raving, and queer sober socials.
Sober Girl Society, founded by Millie Gooch, hosts everything from burlesque to pottery painting at venues around the UK. “It feels really important to me that people leave our events feeling more confident about sobriety, whether that’s because they’ve conquered a fear of speaking to people at our mixer event or because they think they can probably get on a dance floor sober now that they’ve stood up in a room full of strangers and danced with them,” says Gooch.
She often asks her attendees what they’d like to do and implements their ideas and suggestions.
Like Gooch, Gascoigne centers her AF-free pop-ups around a sober activity, which can help defuse social anxiety: “Having various activities at events helps facilitate organic conversation. If you’re all playing a card game for instance, it’s easier to introduce yourself and avoid the awkwardness that can come with an event where you don’t know anyone,” she says.
Looking to make your event memorable? Here are some fun ideas to make your event more interactive.
Diversify your beverage options
For mainstream venues keen to experiment with healthy hedonism, promoting alcohol-free menu options year-round can be just as effective as hosting AF nights or one-off events.
“We have learned to specifically and consistently highlight our spirit-free cocktails and notate on our website and menus that spirit-free drinks can be devised by our talented team to fit any palate, just as a spirit-filled cocktail request off-menu can be,” says Whitney LaMora, creative director at Dorothy, a lesbian cocktail lounge in Chicago.
LaMora believes in making AF cocktails as gorgeous and delicious as everything else on the Dorothy menu since it “makes a more streamlined transition for folks who are interested in adjusting the alcohol element to their time out, but not necessarily the environment or the community.”
While mainstream venues are leaning into the possibility of no/low alcohol events, alcohol-free bars and lounges are now on the scene. See: London’s Club Soda, an alcohol-free “tasting room,” which hosts events like social mixers, alcohol-free mixology sessions, and book launch parties.
No idea where to start? Consider partnering with a no/low alcohol drinks brand that could provide drinks for you. Find out more about how to secure drinks partners for your event here.
Beyond the bar: alternative venues for alcohol-free fun
For those who don’t feel comfortable in a bar-like environment, no problem. Sober-friendly events can happen anywhere: local gyms, boutiques, eateries, wellness spaces.
As Eventbrite’s #GTFO challenger, where I attended 30 events in 30 days in July 2023, one of my more memorable afternoons was spent sipping conscious cocktails at Fire + Alchemy, a wellbeing and retail space which sells crystals and tarot decks based in Shoreditch, London.
The cocktails, made by The Sober Sommelier, Alex Norwood Hill, were activated with crystals from the shop and the event was free to attend — though cocktails cost £9.50. The whole experience was amazing: delicious drinks, discovering new things, meeting sober-and-spirituality-curious folks in a non-intimidating environment.
“Hiring venues can be difficult [for sober events] because lots of places rely on bar spend,” says Gooch. “Get creative with your venue choices or get comfortable pitching to places about why they need to be more non-alcoholic inclusive.”
Drawing a blank (space)? Here are some venue-sourcing ideas to get you started.
Create a community
The increasing popularity of sober events creates a safe space for those who have difficult relationships with alcohol… but even moderate, social, and occasional drinkers can benefit.
And I should know. After attending a Sober Sweat session with the Sober Girl Society last July, I unexpectedly ended up quitting alcohol. I haven’t had a drop in six months — and, no, I don’t miss it.
A combination of factors led to my decision (including my mental health at that point), but I’m pretty sure the combination of exercise, mindful breathing, socialising with lovely people, and drinking fizz from an AF-sparkling wine brand at the event all worked together to help me envisage the possibility of a future without alcohol.
Sober Girl Society also has a fantastic, supportive community WhatsApp group and virtual events twice a week, which provides everything from accountability to support and cheerleading between events.
By introducing no- and low-alcohol options you will be opening up your events to a whole new community — who in turn can connect with one another and have your event to thank for it.
Keen to plan a community-focussed event? Here are 15 ideas to get you started.
