Category: Alcohol-free Fhough Leadership

Gen Z and younger Millennials are drinking less alcohol, embracing a “sober curious” mindset that prioritises choice, balance and wellbeing over habit. As a result, alcohol-free options—from craft beers and zero-proof spirits to adaptogenic and functional drinks—are no longer seen as substitutes, but as desirable choices in their own right. With improved quality, more sophisticated flavours and added wellness benefits, these drinks are reshaping social culture and redefining what it means to go out for a drink.