Zero-Proof Is Here To Stay: Here's How Modern Beverage Brands Are Making Sobriety Sexy

Sobriety is sexier now than ever before. We’ve all seen celebrity-owned liquor brands scattered across store shelves, like Ryan Reynolds’ Aviation Gin or Kendall Jenner’s 818 Tequila, but now celebs are dipping their toes in the zero-proof business. Bella Hadid co-founded Kin Euphorics and Katy Perry has her own aperitif alternative called De Soi, for instance. Apparently, Kristin Bell will afford her daughters an occasional non-alcoholic beer while she and her husband, a recovering addict, take the family for neighborhood walks. Even top influencers like Jaclyn Hill have given sobriety a shot, crediting a recent 23-pound weight loss to her going three months without a single sip of alcohol . Look, the non-alcoholic bevvie train arrived at the platform, and it’s calling all aboard. Over the past few years, our culture has been growing much fonder of being sober-curious , taking booze breaks, or even being totally sober – full-stop. Three Cheers to Clearer Minds and Better Bodies Katy Perry once told CNN in an interview that she co-founded De Soi because she still wanted to be a part of the party, but “wake up the next morning with full clarity and control.” Though she’s one generation older than the millennial generation, Perry’s preference rings pretty true to the sentiments that many of us younger folk feel. Many of us are optimizing our routines for wellness – especially women aspiring for better fertility to bear healthy children. We grew up in the internet age and have had unbridled access to education about alcohol’s adverse effects. We’re also plagued by record-breaking inflation and bloated cost-of-living that discourage us from racking up a hearty bar tab. There will always be those among us who drink, and there will always be those who abstain. Historically, plenty of people have steered clear of booze, whether that’s because of their faith, the medications they take, being dubbed the destinated driver, their plans the next day, or the little human they’re carrying in their womb. Non-alcoholic beverages aren’t just some novelty for us, but the novelty is actually helping diversify the market. What we’re now blessed to be able to “imbibe in” is not your mother’s zero-proof lineup – though I suppose there’s a market for O’Doul’s or Heineken 0.0. Trends in the late 2010s and early 2020s gave rise to many more non-alcoholic options than ever before, and demand drove ingenuity. Today, there may very well be a sober-friendly choice for every type of drinker. So, as many Evie readers might either be embarking on Dry January or are just trying to break the cycle of drinking culture , I dove into some of the trendiest options currently on the market to augment my full guide on nailing short-term or full sobriety. Join me for my honest reviews of six non-alcoholic beverage brands and insights into this trend directly from their founders – exclusive to Evie . HOP WTR Hop water is a low-calorie, antioxidant-rich sparkling water that’s made with hops , that unique flavor and stability agent used in beer. But don’t be mistaken – hop water isn’t a one-for-one swap for beer. It’s lighter, it’s refreshing (unlike light lagers or IPAs that promise refreshment but just leave you headachy and parched), and it’s bubbly like a can of your fave La Croix or Aha. Co-founder and CEO of HOP WTR , Jordan Bass, told me that what sets his brand apart from competitors is not just their signature “brewer-approved blend of Citra, Amarillo, Mosaic, and Azacca hops,” or the “mood-boosting adaptogens and stress-relieving nootropics,” but that it’s more than just a beer replacement – it's a functional beverage that has no calories, sugar, gluten, or carbs. “Nick [Bass’s co-founder] and I created HOP WTR due to the drawbacks we felt after a celebratory beer or two, especially as we were starting families and needed to keep up with our kids. If you're looking to reduce alcohol intake, it’s important to find an alternative that you genuinely enjoy and that makes you feel good,” Bass said, reminiscing on what inspired the founding of HOP WTR. “That said, we didn't want to give up on the tradition of celebrating small victories with a drink, so we wanted to create a beverage that had the celebratory nature and hoppy flavor of a beer but would help fuel our lifestyle.” So, what did I think about HOP WTR? As my friends and family know, I’m somewhat addicted to bubbly water. And, though beer isn’t the most stereotypically feminine drink out there, I actually relish drinking a good, strong beer or two on occasion. But especially as a gym bunny and health nut, I hate the calorie load and inevitable beer bloat that lingers days after. HOP WTR perfectly scratched those itches for me. Though I liked the fruity flavor options, I honestly felt that the original was super thirst-quenching on its own. If you’re looking for something lighter than a sweet, canned mocktail, HOP WTR might be the bevvie for you. And, according to Bass, people who like stronger beer would appreciate their Double Hopped flavor. The fact that these two gents could go from backyard microbrewery to the biggest hop water brand on the market is a testament enough that there’s increased market demand for “sober-curious” options, but Bass also confirmed with me that he’s witnessing a “broader cultural shift toward mindful and healthier choices.” Ritual Zero Proof Ritual Zero Proof is meant to be a one-for-one liquor replacement, meaning that you can use, for example, their tequila alternative as the base spirit for a non-alcoholic Paloma or their rum alternative for a virgin Pina Colada that still tastes like the real thing (and not just like a pineapple coconut smoothie). Co-founder and CEO David Crooch explained to me in an exclusive interview that the whole idea behind his company’s products is to “still have an authentic, sophisticated cocktail – without the booze.” Crooch recognized that there were many different reasons a person might want to cut out or cut down on their alcohol consumption, especially as our cultural relationship with alcohol is changing. But, he pointed out that the way we socialize isn’t necessarily changing . People still want to spend time with one another at a bar or trendy restaurant, or share a toast with loved ones during the holidays. “The idea for Ritual came about after I decided to take a break from spirits as a personal challenge,” Crooch said. “I didn’t miss the alcohol. I missed the way a cocktail can mark a moment. I missed the camaraderie of sharing a toast with a good friend. I missed the ritual of measuring, mixing, and crafting a cocktail.” So, in 2018, he worked with master mixologists and world-class chefs to create the first genuine spirit alternative. As we close out 2023 and look forward to 2024, Crooch predicts that this upcoming Dry January could be the largest in history. “We have a saying: ‘Ritual is the perfect third drink.’ Meaning, I’ll often start the night with a full-proof cocktail and then switch to a Ritual cocktail. The best part? I wake up feeling great the next morning,” Crooch said. For a woman who might be focused on her fertility – whether that means she’s pregnant or hoping to conceive – Ritual’s alts are one of your safer bets for non-alcoholic “imbibing” because they’re not just de-alcoholized products. Though each woman should chat it over with her midwife or Ob-Gyn, some alcohol swaps contain ingredients like nootropics , which haven’t been studied enough to know if they’re safe for pregnancy. As someone who hasn’t shied away from sampling (if not regularly enjoying) all of the top alcoholic mainstays – from gin to vodka to tequila to rum to whiskies to aperitifs and more – I wanted to see how these non-alcoholic spirits compared to the real deal. I was impressed by the way that Crooch’s company was able to recreate the heat from real spirits as well as nail some nuanced flavor profiles through botanicals. While I’d definitely recommend mixing these “liquors” into mocktails, rather than sipping or shooting them, one product, the Aperitif Alternative , completely exceeded my expectations, and frankly, I might have a new obsession. If anyone knows me IRL, they know my go-to cocktail is always a Boulevardier because it’s quite strong, uses my preferred base spirit (whiskey), and has a super unique flavor profile from an Italian bitter liqueur called Campari. If you’re a big spritz girlie over the summer, you may be familiar with Aperol, which is Campari’s less bittersweet and astringent cousin in the family of aperitifs. I could honestly take Campari in a traditional spritz, in a Boulevardier, or even just in some fizzy water – to my taste buds, it’s pretty stellar. So when I learned that Ritual Zero Proof had a zero-calorie, non-alcoholic swap for these more complex liqueurs, my interest was beyond piqued. Once I tried out their Aperitif Alternative – both alone and in fizzy water – I was sold because it actually tastes so similar to the real thing. A cheeky little spritz during my workday? Don’t mind if I do. Ritual will have me coming back for more, for sure. OJOY Wine Dealcoholized wines take authentic vino and, through the wonders of modern science, reduce the alcohol content to a negligible 0.5% or less alcohol by volume. They actually differ from non-alcoholic wines, which, despite many people accidentally using those two terms interchangeably, just use grape juice. With dealcoholized wine , the grapes have been fermented, matured, and aged prior to dealcoholization, which means when you sip, you still get complex flavors and the potential for health benefits like antioxidants, polyphenols, blood pressure reduction, and reduced risk for blood clots. But, because it’s not regular wine, you’re looking at a much lighter calorie load and fewer icky side effects. I actually tried dealcoholized red wine in the past and felt fairly indifferent. But, since my preferred vino tends to be very dry Prosecco or Champagne, when I learned that there was a sparkling option on the market, I knew it was time to give dealcoholized wine another chance. I discovered OJOY , a dealcoholized Sparkling Blanc , which I felt absolutely aced the test to find an alternative for my fizzy favorites. Marc Wendt, founder of OJOY, told me in an exclusive interview that the founding of his brand in 2022 stemmed from many moments of reflection and experimentation over a seven-year time period where he abstained from alcohol in some form or fashion. From his point of view, the rise in semi-to-sufficiently alcohol-free beverages isn’t just a trend as our culture’s newfound focus on holistic health and wellness is, as he put it, here to stay. “A focus that big encompasses so many aspects, and I think more folks are finding it includes alcohol consumption,” Wendt said. “At the same time, I think there's a greater acceptance around not drinking which makes now a better time than ever to try NA options.” Toasting to the New Year? Gathering for some charcuterie with the gals? As a dealcoholized sparkling wine, OJOY is a pretty legitimate swap out for your typical flute of Prosecco or Cava. Each 12-oz can only has 30 calories which was, frankly, welcomed with warm arms by me since I do allow myself to imbibe and enjoy the holiday season with an alcoholic beverage here and there. Sure, you won’t get that bubbly brain buzz, but if you’re the “DD,” pregnant, conceiving, abstaining for medical reasons, or are just looking to avoid those hangover headaches, this type of beverage could be a great option for you to sip on. When I asked Wendt what are some of his favorite, fun ways people could best enjoy OJOY beyond just sipping it straight from the can, he enthusiastically responded that his product is super versatile as a base for mocktails. For an alcohol-free (mostly!) brunch, Wendt suggested making a “Classic NA Mimosa” by combining equal parts OJOY Sparkling Blanc and orange juice. For fizzy fun at parties, Wendt recommended making a “Sparkling Blanc Sangria” by adding sugar and sliced citrus fruit to a large pitcher, muddling it, adding in raspberries, topping with OJOY, and then serving over ice. Finally, for a nightcap, Wendt likes a “Shirley Temperance,” which is made by pouring OJOY over ice, two maraschino cherries, and a splash of grenadine syrup. When I tried OJOY, I was thoroughly pleased with the flavor and fizz – it’s not overly sweet like juice-based “wines,” and it still has complex aromas and acidity. Even Wendt admitted that, when he set out to find low-to-no alcohol alternatives in the wine category, there were “surprisingly few drinkable options.” His product, however, truly satisfies that itch for the real deal to me. PARCH Fancy yourself a canned cocktail girlie? Since I tend to order cocktails on a night out instead of at home, the canned variety isn’t one I typically gravitate toward. However, I have found myself from time to time popping the top on a Cutwater canned cocktail while on a Duffy Boat excursion in Newport Beach with my bestie or at my favorite indie theater where my only other adult bevvie options were low-ABV lagers or cloyingly sweet slushies. They taste pretty good, so you’d think they’d be no biggie, right? But then, I made the grave (or perhaps wise) mistake of looking up the nutritional label after the fact. That little marg can that barely gave me a buzz? 360 calories of regret. So, I swore off canned cocktails because it felt like all sugar and no sauce. When I began my search for zero-proof refreshments, I felt it was my duty to give pre-mixed products another shot – and that’s when I discovered Parch . Parch is a non-alcoholic agave cocktail that gets its complex flavor palette from real fruit juices, adaptogens, and desert botanicals. I chatted with Parch co-founder Ila Byrne about her brand’s canned cocktails, and she said that their “bar-first approach” does a superior job compared to competitors because of how authentically it replaces the alchemy and taste of a cocktail you’d get at a great bar. “Our cocktails are all functional, which means we incorporate active ancient plant ingredients to help your body better manage stress,” Byrne told me, explaining that Parch uses at least 15 different plants, herbs, botanicals, roots, and adaptogens in each recipe. “We use a trio of adaptogens to create ‘The Parch Effect,’ a calming sensation created by the combination of Ashwagandha, L-Theanine from Green Tea, and American Ginseng.” Byrne shared that Parch came to be when co-founder Rodolfo Aldana, who has been managing the largest tequila and mezcal portfolio in the world, was suddenly faced with an aggressive cancer diagnosis. She said that he removed alcohol from his life during treatment and recovery but felt isolated and ostracized as a non-drinker when socializing. “At Parch, I like to say we aren’t anti-alcohol, we are pro-moderation and advocates for information because I still like to drink alcohol – only really good quality drinks, obviously, and now 70% less than I did before I created Parch,” Byrne explained. She shared that if she’s going out, she’ll usually have one full-strength drink and then move to low-alcohol or non-alcoholic beverages. Now that she drinks less alcohol, Byrne told me that her sleep has undoubtedly improved, and she’s managed to avoid a hangover for a whole decade – and doesn’t plan to have one ever again. Byrne feels that the global trend toward mindfulness or moderation and re-evaluating our own relationship with alcohol is “thankfully here to stay” because of how much more accessible data there is on the adverse effects of alcohol. She cited wellness experts like Dr. Andrew Huberman as being highly influential in getting that information out, but also gave credit to younger generations for feeling “freed from the judgment of conformity.” How did I feel about Parch? In my opinion, I preferred the Spice Piñarita over the Prickly Paloma for its smokier and more sophisticated flavors, but both felt like they’d be stellar swaps for a week-night happy hour alternative. Since Parch uses ingredients meant to reduce stress and provide a light, calming sensation, I could see someone who craves a cocktail at the end of a tough workday benefitting from one of these zero-proof bevvies. And if you’re into Margarita Monday, you’re in luck – Bryne told me that Parch plans to launch their Desert Margarita this upcoming spring. Hiyo Have you ever heard of a “social tonic”? Truthfully, I hadn’t either, but I’m endlessly fascinated by the advent of new wellness-related products, so I entered into the world of social tonics with an open mind. Beverages in this category are zero-proof “party drinks” that are meant to deliver a bit of a fun buzz from functional ingredients. Some are infused with cannabis (and no, I steered clear of those), but others are made with adaptogens and natural nootropics that are supposed to provide stress relief and an elevated mood. The way I see it, social tonics are perfect for the person who normally gravitates toward one, two, three, or four Trulys or a White Claws at a party for a slow buzz. But, if you’ve ever had more than one Claw at a time, you may have also experienced that nasty hard seltzer hangover from all the added sugars. One of the two social tonics I tried was Hiyo , a brand that was the brainchild of three founders: Cygne Cooper, Evan Quinn, and George Youmans. Cooper told me that, in April 2019, Quinn and Youmans both had family members hospitalized due to alcohol-related issues. Quinn and Youmans were social butterflies in their late 20s hunting for alternatives after those health scares caused them to cut back on drinking in solidarity, but as Cooper explained to me, the two thought that existing choices (sugary, caloric mocktails or ultra-caffeinated energy drinks) felt like sacrifices that “lacked the main reason they wanted to drink – the feeling.” The way Hiyo achieves what they call “the float” is by including ashwagandha, l-theanine, lion’s mane, cordyceps, ginger, and turmeric in their beverage ingredient list. Now, I’ll be completely transparent with you – you’re not going to feel that one-for-one head buzz that you’d get from your Claw (which apparently is entering the non-alcoholic industry too), but that doesn’t mean Hiyo isn’t a great zero-proof pick. What I really enjoyed about Hiyo was that it was packed with refreshing flavor (special shoutout to Watermelon Lime , my fave of their three offerings) and didn’t leave me feeling bloated whatsoever. As someone who has attended her fair share of parties, feeling pretty awkward watching someone pop the top on one too many hard seltzers, I could honestly see drinks like Hiyo being good to keep on hand for when you know someone has hit their limit. Or, if you’re syncing your menstrual cycle , know you’re deep in the blues of your luteal phase, and you have to go out to socialize but don’t want to disrupt your natural cycle, perhaps a non-alcoholic social tonic could be a good way to augment those vibes. “A saying that we have at Hiyo is that we don’t ‘yuck anyone’s yum.’ What that means is that we don’t demonize alcohol because creating a division of drinkers and non-drinkers will not accomplish the cultural shift that our brand and this category are trying to create,” Hiyo co-founder Quinn told me. “People of all ages are moderating their drinking. Younger generations are finding purpose outside of socializing with booze. Millennials are starting families and can no longer endure days-long hangovers. Older generations are focused on health and longevity.” Options in social occasions are pretty critical when it comes to shifting perspectives and getting people to rethink their alcohol consumption. I’ll be real, if I’m looking for something non-alcoholic but flavorful, I might be inclined to grab a diet soda, and we all know there are some questionable things in those cans. But as co-founder Youmans explained to me, his brand is currently the only USDA-certified organic non-alcoholic functional seltzer, and it uses the most bio-available functional ingredients. Youmans just celebrated three years of sobriety, and with that perspective, he opened up about advice for people hoping to live a more sober lifestyle. “I think the oversimplification of successfully cutting back or cutting out alcohol is ensuring that you’re replacing it with something better. For many, alcohol can be a big part of our lives – weeknight rituals, nights out with friends,” Youmans said. “If you’re going to cut that out, be intentional with what you fill that time or space with. For me, that was committing to fitness regimens, early weekend golf games, and working on growing this company.” Recess Remember how I said that my mocktail experience was changing my own relationship with canned “cocktails”? The next one I tried out, Recess ’s Zero Proof lineup, further confirmed that I had sorely misjudged that beverage category in the past. Recess was previously an adaptogenic and hemp infused sparkling water brand that recently broke into the mocktail market. Their functional ingredients are intended to calm your mind and give you a cheeky lil buzz in lieu of an evening cocktail or glass of wine. After the demand for sober-curious sips grew, Recess launched a whole line of mocktail inspired beverages. At risk of sounding too Gen Z, these ready-to-drink mocktails had me kind of shook. I was reasonably skeptical that they’d actually be able to mimic the flavors from a well-balanced cocktail, but Recess Zero Proof delivered on that promise. You could have cracked open their Ginger Lime “Mule,” for instance, told me it was a regular canned Moscow Mule, and I honestly may have thought it was the aforementioned Cutwater brand or another similar competitor. While they certainly aren’t going for a strong “alcohol” flavor, the Recess Zero Proof lineup gets major kudos for tasting as close to the real thing without sacrificing the quality of their ingredients. I think a huge reason why this line tasted so solid to me was because it’s sweetened from agave but also has some bite from guayusa extract. “Beyond our brand’s consumer observations, research supports that the increasing desire for non-alcoholic options is across the board – according to Grand View Research, the global non-alcoholic drink market size is expected to reach USD 1.6 trillion by 2025,” Recess’s founder and CEO Ben Witte pointed out. “This exponential growth signifies that consumers across the board are turning to alcohol alternatives – and that this change in lifestyle is not just a trend, but here to stay.” Of their four flavors, I’d have to say my preference leans toward their take on a Ginger Lime “Mule” (what can I say, I absolutely love ginger), but the Lime “Margarita” was definitely right up my alley as well. “After noticing this demand for ready-to-drink non-alcoholic options and the popularity of the sober-curious movement over recent years, we launched our first foray into the non-alcoholic category, with a limited-edition zero-proof ‘margarita.’ After selling out in a mere six days for Dry January, we knew our take on a hangover-less mocktail was a favorite among our customers,” Witte told me. I could see a can of Recess Zero Proof being a great drink to swap to if you’ve already drunk one real, alcoholic mule or marg during the night and want to cut back without calling it “quits” too early, or savoring it when you’d normally reach for some wine to wind down at the end of the day. Witte pointed out to me that his brand also has a “Mood” line which includes magnesium electrolyte powders that he personally loves to blend into smoothies. Closing Thoughts Moderation and mindfulness are simply becoming more attractive than getting plastered and making poor choices. You can thank Gen Z consumers for driving a big portion of this cultural shift, since nearly one-third of us claim to never drink, and many of us are into “ damp drinking ,” a trend toward limiting our liquor without fully giving it up. “Alcohol Free” is now apparently the second-highest nutritional motivation for beverage buyers, and as demand knocks at the door, innovators answer. There’s no shame in wanting to cut back – having a bit of self-control is actually quite an attractive trait, but if you know you’re still going to imbibe every now and then, it’s only a good thing that there are quality options out there for you during the days when you’re teetotaling.