Story perspectives

Sober-Curious Trend Surges as Americans Embrace Moderation

1/10/2026

Summary

Story summary

The sober-curious trend is growing in the United States, with nearly half of adults planning to reduce alcohol consumption, per Circana survey.
Participation in Dry January is increasing, indicating a cultural shift toward moderation.
Joshua James, a San Francisco café owner, notes younger adults drink less and older adults reevaluate their habits.
Zero-proof bars are emerging as popular social spots, offering non-alcoholic drinks made with adaptogens and CBD.

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Story summary

The sober-curious trend is growing in the United States, with nearly half of adults planning to reduce alcohol consumption, per Circana survey.
Participation in Dry January is increasing, indicating a cultural shift toward moderation.
Joshua James, a San Francisco café owner, notes younger adults drink less and older adults reevaluate their habits.
Zero-proof bars are emerging as popular social spots, offering non-alcoholic drinks made with adaptogens and CBD.