Across the world, a quiet revolution is happening. More people are choosing to drink less — or not at all — and instead seeking flavour, fun, and wellness in every sip (and bite). From mindful mixology to mocktails that rival premium cocktails, the sober-curious movement is redefining what “refreshment” means.
At Whatever Brands, we’re embracing this cultural shift with our Aloha Freezer Pops — a vibrant, tropical, no-alcohol range made to spread feel-good vibes to everyone.
And this is only the beginning. With Aloha Slushies and Aloha Drinks coming soon, we’re expanding our mission to offer delicious, fruity experiences that bring the sunshine — no spirits required.
A Global Shift Toward Mindful Enjoyment
According to the latest Gallup data, only 54% of drinking-age adults in the US consume alcohol today — the lowest figure in nearly 90 years. Even those who still drink are doing so less frequently, reflecting a broader societal change.
In the UK, the trend is equally strong. The no- and low-alcohol market was worth £380 million in 2024 and is forecast to reach £800 million by 2028 (Mintel). That’s more than double in just four years — fuelled by a generation that values balance, mental clarity, and health over hangovers.
Gen Z is leading the charge: nearly one in three people aged 18–24 don’t drink at all, and 40% actively moderate their alcohol intake. Meanwhile, Dry January — a once niche wellness challenge — now attracts 8.5 million participants, up from 4.2 million in 2019.
The message is clear: moderation and mindfulness are in, excess is out.
The Rise of the Feel-Good Drink
What’s driving this shift isn’t just a rejection of alcohol — it’s a redefinition of pleasure itself. Consumers want more than hydration; they want experiences that feel indulgent yet responsible.
That’s where Aloha Freezer Pops come in. Inspired by Hawaiian sunshine and made with real fruit flavours, they capture the spirit of carefree summer without a drop of alcohol.
Refreshing, colourful, and inclusive, Aloha Freezer Pops make wellness fun — proof that you don’t need a drink in hand to feel good.
Beyond the Bar: Why No-Alcohol Means More Possibility
The sober-curious movement has opened new creative spaces for brands to innovate. As FoodBev Media notes, more than 37% of UK beer trademark filings in 2024 were for non-alcoholic versions — showing just how fast the category is evolving.
Major brands have all launched 0.0% lines, while new players such as Lucky Saint are reshaping the way we think about beer and social drinking.
But the opportunity extends far beyond the bar. At Whatever Brands, we see a new category emerging — one where fun meets function. Whether you’re chilling at home or out with friends, Aloha’s feel-good fruits bring that easy, happy balance to everyday life.
Aloha Slushies & Drinks: The Next Chapter
Following the success of our freezer pops, we’re excited to launch the next evolution of the Aloha range:
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Aloha Slushies — a smooth, tropical twist on frozen refreshment.
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Aloha Drinks — vibrant, ready-to-sip beverages packed with fruity flavour and zero alcohol.
Just like the pops, these new innovations celebrate wellness without compromise. Every sip feels like a little vacation — proof that you can have fun, relax, and stay mindful all at once.
A Growing Market, A Healthier Future
The sober-curious trend isn’t slowing down. In the UK, 77% of adults are now actively moderating their alcohol intake, while one in seven US consumers regularly chooses alcohol-free options when out.
Even more revealing: 94% of non-alcoholic beverage buyers still purchase traditional alcohol, meaning this movement isn’t about exclusion — it’s about balance. This makes alcohol-free products not just socially inclusive, but also commercially powerful, adding incremental value to retailers and hospitality venues alike.
At Whatever Brands, we believe this shift marks a new era — one where consumers can truly have it all: great flavour, wellness, and joy in every moment.