2024 Changed How We Drink. 2025 Will Change Why We Drink

The numbers tell the first part of the story.

With the global non-alcoholic market reaching £18–19 billion and premium offerings growing three times faster than conventional options, major players rushed to claim their stake. Diageo's acquisition of Ritual Zero Proof, now available in over 25,000 retail locations, LVMH's investment in French Bloom, and Heineken's strategic purchase of G Spot signalled a seismic shift in the industry.

But beneath the business headlines, a deeper transformation was brewing. Gen Z led a cultural reset, questioning not just alcohol's role in socialising, but its place in modern life altogether. What started as a simple quest for alternatives evolved into a sophisticated movement focused on enhancement rather than escape. Three Spirit pioneered mood-enhancing elixirs, while the market expanded to include CBD spritzers and THC seltzers – beverages designed not to replace alcohol, but to elevate everyday experiences in ways traditional drinks never could.

Even traditional pubs embraced the change, recognising that their role wasn't just serving drinks, but facilitating connections. By 2025, analysts expect non-alcoholic options to comprise 30% of pub menus, proving that meaningful socialising and sobriety aren't just compatible – they're often better together.

Looking ahead to 2025, we anticipate more than just industry consolidation and premium product launches. We're watching the emergence of a new drinking culture where the question isn't "alcohol or no alcohol?" but "what do I want to feel, achieve, and experience?" The dry economy isn't just surviving – it's redefining what it means to drink.

One thing's certain: 2025 promises to push this evolution even further, as consumers increasingly choose drinks not by what they lack, but by what they enhance. Stay tuned, stay refreshed, and watch this space. 🍹🚀

Chance Cider: A Fresh Take on Alcohol-Free 🍏

Drawing on two decades of experience with renowned brands like Rekorderlig and Lucky Saint, John Logue spotted a gap in the market: a truly satisfying non-alcoholic cider. His solution? Chance Cider, a crisp 0.5% ABV beverage crafted exclusively from British apples.

The result is remarkable – a sophisticated blend that captures bright notes of citrus and pineapple while maintaining the authentic mouthfeel of traditional cider, minus the excessive sugar and alcohol content that often accompanies it.

The market has responded enthusiastically, with Chance securing over 100 listings across England and 50 in Scotland. From festival grounds to neighbourhood bars and direct-to-consumer sales, this innovative cider is proving that alcohol-free alternatives can be just as compelling as their traditional counterparts.

Clean, refreshing, and poised for growth. 🍏✨

🌿 Microdose of the Month: THC — The Creative Spark Plug 🎨

If you’ve ever wanted to unlock your inner Picasso or turn a boring to-do list into a flow state frenzy, THC microdosing might just be your new best friend. Forget the couch-lock stereotype—at 1-2 mg, this cannabis compound gives you a creativity boost, laser focus, and a dose of feel-good vibes without the “I-ate-everything-in-the-fridge” aftermath.

📝 How to Dose It: Try low-dose edibles, tinctures, or vape pens for a smooth lift-off. Think of it as just enough buzz to elevate your ideas, not obliterate them.

⚖️ Legal Buzzkill: THC is fully legal in parts of the US, Canada, and some other regions, but if you’re in the UK, it’s still a no-go.

For those who can access it legally, THC microdosing might be the secret ingredient your creative process is missing. Just remember: start low, go slow, and let the ideas sparkle. 💭🚀

Myth Busting: The Truth About Alcohol

Ever heard these alcohol myths? Let’s debunk them:

• “Alcohol helps me sleep.” It might knock you out, but your liver’s late-night toxin party ruins your REM sleep.

• “Alcohol helps me relax.” It spikes cortisol, blood pressure, and stress—your body isn’t chilling, it’s working overtime.

• “A glass of red wine is good for me.” Even if you stop at one, the cardiovascular stress cancels any health benefits.

Bottom line? Alcohol steals your future happiness under the guise of short-term benefits.

Curious to learn more?

Check out Dan’s full breakdown of “10 Lies About Alcohol We’ve All Believed” on LinkedIn:

👉 Read Dan’s post here

Because living better doesn’t mean drinking more—it means rethinking what we’ve been told.

Snippets - Dry

• This festive season, the shift towards alcohol-free drinks boomed, with Gen Z leading the charge, more events offering sober-friendly options, and growing acceptance of ditching booze altogether. Read more here.

• The alcohol-free industry is calling on the UK government to modernise outdated labelling laws and align with global standards, enabling better consumer choices and boosting the booming sober-curious market. Read more here.

• Pubs are becoming more inclusive as low and no-alcohol beer sales hit a record-breaking 140 million pints this year, with calls for updated UK labelling to align with global standards and support the booming trend. Read more here.

• Hull’s Low Ale Trail is turned “Mad Friday” into a sober-friendly celebration, by offering non-alcoholic options at 35 venues to tackle drinking culture, reduce harm, and meet growing demand for booze-free fun. Read more here. 

• Nearly 15.5 million Brits plan to go booze-free for Dry January 2025, driven by health, savings, and better sleep, with tools like the Try Dry app doubling their chances of success and inspiring long-term change. Read more here.

Snippets - High

• Psychedelics like psilocybin and MDMA show groundbreaking potential for treating mental health conditions through enhanced neuroplasticity, but experts urge caution as research evolves. Read more here.

• DMT, known as the "spirit molecule," is naturally found in the human brain, sparking intrigue for its ability to unlock vivid alternate realities and its potential role in consciousness and mental health research. Read more here.

• Interest in microdosing psychedelics has surged 1250% alongside policy reforms, but experts call for rigorous research to evaluate its safety, efficacy, and potential health benefits amid growing public fascination. Read more here.

• A federal survey reveals teen cannabis use in the US has dropped to its lowest levels since legalisation began in 2012, with experts crediting regulated access and shifting perceptions of risk for the unprecedented decline. Read more here.

• The UN High Commissioner for Human Rights has declared the War on Drugs a failure, urging global leaders to prioritise decriminalisation and health-based approaches over punishment to save lives and reduce societal harm. Read more here.

Dry January Survival Guide

A booze-free January might sound daunting, but it’s actually an opportunity to reset your habits and feel your best. Here’s how to crush it:

• Your Digital Wingmen: Download apps like The Dryy App, Reframe, or OYNB to keep you motivated with daily challenges and tips.

• Coaching for the Win: An alcohol-free coach can help you navigate tricky moments, build better habits, and celebrate your wins.

• Science Speaks: Tune into Andrew Huberman’s podcast, What Alcohol Does to Your Body, Brain & Health, for a deep dive into why alcohol-free living could be the best decision you make this year.

Pro Tips:

• Stock up on premium alcohol-free drinks—because saying “cheers” doesn’t need booze.

• Use a mantra like “I’m experimenting with feeling great.”

• Celebrate small wins—your improved energy, mood, and sleep are proof it’s working.

Dry January isn’t about what you’re giving up—it’s about what you’re gaining. Say yes to better mornings, brighter skin, and all the clear-headed confidence you need to crush 2025. 🎉

Daniel

Founder, High & Dry