Rethinking Happy Hour.

I will always have a soft spot for the scrappy startups and craft brands that keep the industry fresh, setting trends before they even have a name.

But in January 2022, I made a bold move—I quit drinking. (I’ll spill that story another time.)

Around the same time, my life had me bouncing between the UK and L.A., where I got a glimpse of the future.

What did I see? A massive shift in how the younger generation views alcohol, and the rise of alcohol alternatives to alter your mood; adaptogens, nootropics, cannabis, and psychedelics.

This is why High & Dry exists—because I am curious and I want to share what I uncover within this fast-changing, exciting industry.

And what do you get out of it?

Simple! You’ll get a monthly email with my thoughts on what’s happening in the alcohol-free movement (Dry) and updates on what is happening in the world beyond alcohol (High), focusing on legislation change as well as businesses and brands making moves.

Enjoy!

ORIGINS OF A HIGH & DRY LIFE

Living a High & Dry life is all about embracing wellness by swapping alcohol for cannabis, adaptogens, and psychedelics. Author and journalist Michelle Lhooq summarised this lifestyle beautifully on Vice. In LA, where THC and mushroom chocolates are the new nightcap, the happy hour we once knew is rapidly evolving. The High & Dry lifestyle blurs the lines between wellness and indulgence, offering consistency, creativity, and clarity without the booze. It’s not just a trend—it’s a fresh approach to maximising potential in a world where the rules of socialising are being completely rewritten.

SPOTLIGHT ON SUCCESS:

While most 13-year-olds are trying to survive the early days of middle school, and trying to persuade mum to buy them their next pair of Jordans, Aaron Nosbisch was launching his first direct-to-consumer clothing line. Fast forward a few years, with a marketing degree, and a pinch of computer science under his belt, Aaron took the leap from academia to full-time entrepreneurship.

$500 million in D2C revenue under his belt says that leap paid off. BREZ (low-dose THC seltzer with Lion’s Mane Mushroom) is just one of his success stories and one of the fastest-growing cannabis brands in the US.

Yet Brez isn’t just another startup. It’s a bold challenger to the $1.5 trillion alcohol industry. Their mission is clear as day, to make alcohol the enemy. And this message is resonating hard with a new generation of consumers, with $2.5 million in sales last month alone.

As they continue to challenge the status quo, one thing is clear: BRĒZ is a brand that’s here to stay.

SNIPPETS - HIGH

• The DNC’s new platform skips cannabis decriminalisation and medical marijuana legalisation, sticking to rescheduling and Biden’s past pardons, despite VP hopeful Tim Walz’s pro-legalisation stance.

• Trump’s flirting with marijuana decriminalisation, potentially clashing with DeSantis over Florida’s upcoming weed measure. This showdown could get interesting.

• Commetric found 62% of Reddit posts on low-and-no alcohol drinks mentioned big brands like Heineken, with taste driving the booming $13 billion sector.

• King Mohammed VI’s pardon of 4,831 cannabis offenders strengthens Morocco’s bid for dominance in the global cannabis market, following its first legal export to Switzerland.

SNIPPETS - DRY

• Augustiner’s new non-alcoholic beer is so popular that people are scalping it online for 10 times the price, leaving traditionalists crying in their (alcohol-free) beer.

• Ireland’s alcohol consumption has dropped by a third as health-conscious drinkers ditch booze for coffee bars and non-alcoholic alternatives.

• Guinness 0.0 might soon outsell the original as booze-free Guinness takes Europe by storm, with plans to hit UK pubs on draught.

• ALDI’s new Greyson’s 0% drinks, crafted by Spirits of Virtue, snagged silver medals at the International Spirits Challenge, just as the no-and-low market booms.

UNTIL NEXT TIME!

I’m deeply intrigued by the evolving dry economy and what’s on the horizon. You’ll find me over on LinkedIn, and on TikTok where I regularly post about founder life, non-alcoholic trends, cannabis, and psychedelics.

So, whether you’re here for the high, the dry, or a bit of both, I hope you’ve enjoyed it and see you next month.

Until then. Cheers! 🍻