In downtown Seattle, 25-year-old Elizabeth Gascoigne is blazing a trail in the booming trend of “sober-curious” culture. Gascoigne’s innovative approach to nightlife involves throwing exclusive, sold-out parties, such as the recent red carpet event hosted at the imposing Cathedral venue. While imbued with the energy and vibe of a club scene, these parties have one key difference: they are impressively booze-free. Attendees are invited to enjoy non-alcoholic drinks and also connect with people in a unique environment. The parties have proved wildly successful, attracting an average of 170 partygoers each time.
Gascoigne’s Absence of Proof party series is driven by the 20-something crowd’s increasing interest in lifestyle choices that minimize alcohol intake without necessarily indicating addiction or other problems. “Gen Z, I think, is a generation that is really learning about mental health practices, a very pro-therapy generation,” Gascoigne explains. “And I think they’re realizing that maybe the consequences of alcohol are not actually worth the mental health effects.”
Gascoigne was motivated by her own experience of drinking too much during the pandemic and feeling the negative effects. When she quit drinking, she missed going out to bars or clubs and decided to create the experience she wanted. She took matters into her own hands and launched the Absence of Proof series, which was an instant hit. She is now hosting two or three parties a month in New York, Seattle, and Los Angeles.
Gascoigne’s parties feature an extensive list of mocktail drinks with similar taste profiles to their alcoholic counterparts, designed to offer sober-curious attendees an experience as close to the traditional nightlife experience as possible. Gascoigne hopes to provide an environment where people can relax and meet new friends without the added influence of alcohol. It’s proven to be an amazing success, with patrons repeatedly stating that they want to “reassess and maybe try some different yummy drinks that aren’t alcoholic.”
Gascoigne’s success reflects a general shift in drinking culture, where alcohol is no longer so glamorized or considered vital to socializing. A 2018 study from Berenberg research showed Gen Z’ers drank 20% less than millennials, who, in turn, are drinking less than both Gen X and Baby Boomers. While there may have been initial surprise at Canadians’ shift to non-alcoholic alternatives, the Canadian Centre on Substance Use and Addiction advising people to drink only twice a week has reinforced a trend that’s already emerged.
Bars and stores are responding to the increased demand for non-alcoholic drinks, creating opportunities for entrepreneurs like Gascoigne to flourish. Bars are starting to offer delicious, creative and sophisticated non-alcoholic options that are a match for alcoholic cocktails, while stores are jumping on the trend, too, with Sansorium, the B.C.-based online marketplace founded by Fiona Hepher, successfully promoting alcohol-free beverages.
People are increasingly looking for ways to enjoy nights out without facing the consequences of alcohol, and brands are catching up, creating opportunities to have the non-alcoholic experience they crave.
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