Mocktails on the menu. Adaptogens at happy hour. Instagram feeds full of non-alcoholic negronis.
A few years ago, these would’ve been niche. Today, they’re everywhere.
The rise of the sober-curious movement—led largely by Gen Z—is reshaping not just how people drink, but what they drink, when, and why. From functional sodas and mood-boosting mixers to zero-proof wines and beers, the beverage aisle is undergoing a significant identity shift.
Data, cultural momentum, and a notable change in generational spending patterns back this shift.
Gen Z's approach to alcohol consumption marks a significant departure from previous generations.
According to recent data from the U.S. Bureau of Labor Statistics, spending drops off dramatically with the youngest generation of alcohol consumers.
This isn’t a temporary drop; it’s a generational shift.
Despite being a rising consumer force, Gen Z accounts for a fraction of alcohol spend. And this drop-off isn’t because they’re not buying beverages—it’s because they’re buying different ones. Ones that promise better sleep, mood boosts, and a social experience without the hangover.
For brands, this shift is creating new opportunities (and new expectations) for how these products look, feel, and perform on the digital shelf.
For Gen Z, drinking less isn’t about restriction—it’s about rethinking the role alcohol plays in their lives.
Three main forces are driving the shift:
This isn’t necessarily about cutting alcohol entirely. It’s about choosing options that align with how they want to feel. And, as this category grows, so do expectations for how those products are marketed, styled, and sold.
As Gen Z redefines what it means to drink, they’re also changing what it takes to win their attention online.
This generation isn’t just reaching for different products. They are drawn to a different visual language. Using Vizit’s Gen Z Audience LensTM, we analyzed thousands of PDP images across five non-alcoholic categories: adaptogenic drinks, mocktails, non-alcoholic beer, non-alcoholic spirits, and non-alcoholic drinks in general. The goal was to identify what actually performs with Gen Z and what gets ignored.
Here are five visual strategies that consistently earned high scores, along with common pitfalls to avoid.
Wellness claims only resonate when they are part of a considered design. Gen Z prefers visuals that feel curated, not clinical.
Solo product shots don’t resonate. Gen Z responds to images that capture how the drink is enjoyed.
Gen Z grew up creating and sharing visual content. If a PDP image doesn’t feel like it belongs on social, it may not convert.
Even without alcohol, the feel of a premium drink experience still drives interest. Gen Z connects with the rituals of drinking, not just the product.
Gen Z cares about what’s inside the bottle, but they want the story told through visual craft.
Gen Z isn’t just buying different products—they’re buying into a different visual language. These consumers are looking for something that feels intentional, styled, and reflective of how they live.
Based on our image analysis, here’s what brands need to prioritize when creating PDPs and marketing visuals in the sober curious space:
Wellness and clean ingredients matter, but they shouldn’t be the hero of the image. Let the emotion and mood do the heavy lifting, and keep claims minimal and integrated.
Gen Z is browsing with a social-first mindset. If your PDP image doesn’t stop them mid-scroll, it likely won’t convert. Use bold layouts, clear flavor cues, and modern styling to stand out.
Glasses, garnishes, and bar setups still work. The rituals of drinking still resonate—they just need to reflect a different kind of occasion.
Show citrus, herbs, and texture-rich ingredients in a way that feels editorial. The goal is sensory appeal, not scientific accuracy.
Whether it’s a wind-down moment or a party-ready pour, visuals should reflect how the drink fits into real life. That connection point is where Gen Z sees value.
The sober curious movement is transforming what consumers drink, how they shop, and what visuals make them stop and engage. For Gen Z, alcohol alternatives aren’t just substitutes—they’re statements. And the brands that are winning their attention aren’t just offering something new but showing it differently.
If your visual strategy hasn’t adapted, now’s the time. Because on the digital shelf, style, substance, and storytelling all matter more than ever.
Vizit is the first—and only—way to predict, measure, optimize, and monitor your ecommerce content’s effectiveness so you can deliver the right content for consumer audiences at scale.
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