In the American Southwest, the refreshing hint of mint in a crisp Mojito or the sharp, citrusy tang of a salted Margarita may be the traditional go-to beverages for beating the desert heat, but a new movement is afoot. Travelers are increasingly seeking that same vibrant, flavorful goodness, minus the alcohol. The sober or non-alcoholic (NA) movement is having a moment, evolving from a niche lifestyle choice into a mainstream cultural shift that seems to be reshaping what we consume.
For decades, the "non-alcoholic" section was reserved for seltzer waters and sugary sodas. Today, a walk down the supermarket beverage aisle brings a pleasant surprise to the "sober-curious" shopper. Tucked right between craft IPAs and hard ciders sits a selection of zero-proof spirits and craft non-alcoholic ales, with industry names like Guinness, Corona and Michelob getting in on the game.
Likewise, across the Southwest, spirit-free bars and dedicated bottle shops are popping up in major hubs like Phoenix, Las Vegas and Los Angeles, all offering a sophisticated social scene that doesn’t rely on feeling a buzz.
This current movement is transforming the hospitality landscape, proving that the alcohol-free category continues to thrive right alongside our changing travel habits. Ultimately, this intentional focus on wellness and the rise of sober travel in particular, is defining the way of the modern explorer.
The reasons for choosing a dry lifestyle are as diverse as the travelers themselves, ranging from seasonal resets like "Dry January" to long-term health priorities, religious practices, pregnancy or simply personal preferences.
The NA Renaissance is Real
With sober travel becoming more popular and more accessible—partly because non-alcoholic beverage options have come such a long way—alternative cocktails are now a standard expectation at high-end bars and restaurants rather than an afterthought. Even in the heart of traditional wine country, the hospitality industry is listening and adapting.
Norma Marlowe, Director of Public Relations for Visit Temecula Valley (California) notes that while her region is celebrated for world-class wines, the "soul of the destination" is found in the makers and mavericks who create a diverse, welcoming culture.
"Beyond the vineyards, visitors are drawn to outdoor adventures, shopping, dining and wellness experiences at our award-winning spas," Marlowe explains. "Our hospitality partners have leaned into the sober travel trend to ensure that alcohol-free experiences are available at our wineries, hotels and restaurants."
She and her partners have seen a significant increase in requests for non-alcoholic and mocktail beverages, which has helped usher in a vibrant array of alternatives. Travelers are now filling their itineraries with morning yoga, live music, family movie nights and night markets. From line dancing lessons and karaoke to crafting classes and trivia nights, the Southwest social ritual is successfully redefining.
Mocktail_Fiveph - Dreamstime
Mocktail
A Multi-Generational Shift
Sober travelers are no longer a marginal group but a demographic driving change, and the younger adventurers would rather spend their mornings exploring red rock canyons than recovering from a late night. At the same time, this clear-minded trend extends far beyond Gen Z. Travelers over the age of 50 are also increasingly choosing a dry lifestyle, primarily citing a proactive focus on long-term health, vitality and well-being.
Travel with Intentionality
Ultimately, travelers still want joy and celebration; they just increasingly define those things more broadly than the bottom of a glass. From boutique NA bottle shops to the sun-drenched trails of our national parks, the message is the same: You don’t actually need alcohol to enhance a journey. Some of the most visceral and enduring memories come from the simple act of being fully, unapologetically present.
Microcosm Publishing
Sober Travel Handbook cover
By the Numbers
According to a recent Gallup report:
Roughly 46 percent of all Americans are now choosing alcohol abstinence.
Nearly 50 percent of younger adults are choosing alcohol abstinence, up from 41 percent in 2023, suggesting a significant lifestyle shift.
The Rise of the Sober Guide
Travel writer Teresa Bergen has become a leading voice with her book, “The Sober Travel Handbook.” As a veteran sober traveler, Bergen understands the social pressures of the road, noting that “the drinking culture that stereotypically happens around traveling can make one feel like they don’t belong”. Her mission is to change that narrative by providing strategies to help travelers see the world through a sober lens, proving that the adventure is actually richer when it isn't viewed through a hazy filter.
See the book at microcosmpublishing.com/catalog.