Zero Proof Collective Celebrates The NA Movement: A Movement with Many Names
Zero Proof Insights | Raising the Glass: Cheers to the Shift in Our Drinking Culture!
Written by Cate Faulkner
9-minute read
From Wellness to Well Drinks: Adult Beverages Reimagined
In our ever-changing world, a seismic shift is shaking up our drinking culture, marking the evolution of social beverages. Picture this: a bold new landscape where elevated NA (nonalcoholic) beverages are the life of the party, demanding attention, curiosity, and respect. They're breaking down barriers and throwing open the doors to a variety of experiences, all drenched in the spirit of inclusivity. Forget the old norms; this is the future, and it's happening right now.
This transformation finds its roots in the Wellness Movement, a force that has steadily gained traction over the past three decades. What began as a beacon for spa-centric health has evolved, shifting its focus to nutrition and holistic approaches. Now, it shines a light on healthier adult beverage options, garnering recognition from medical, academic, and corporate spheres alike. The movement has transitioned from niche to mainstream, redefining what it means to enjoy a drink in today’s world.
My own introduction to elevated nonalcoholic cocktails occurred in the 1980s at Canyon Ranch in Tucson, Arizona, a setting that epitomizes wellness and sophistication. Founded in 1979, Canyon Ranch is recognized as a pioneer in the Wellness Movement, long before it became a multi-trillion dollar industry. From the beginning, no alcohol is served in their dining venues at Canyon Ranch, and happy hours feature cocktails with no alcohol — and no apologies.
It was there that I first experienced the opportunity, inclusivity, and quality these beverages can offer. Inspired, I immediately began incorporating elevated nonalcoholic options into my social gatherings. These beverages, lower in sugar and calories, presented in beautiful glasses with garnishes, exuded the same casual finesse as their alcoholic counterparts. For many of my guests who didn’t drink alcohol, these sophisticated NA options enhanced the experience, encouraging participation from everyone. Today, they continue to seamlessly integrate into my events, helping to make each social gathering the best and most exceptional experience possible. From a simple math perspective, this is about addition, not subtraction.
A Linguistic Shift : From Nonalcoholic to 'NA'
In the ever-evolving landscape of sobriety, there's been a notable shift towards using the abbreviation "NA" . Its appeal lies in its brevity: just two syllables and two letters, compared to the five-syllable term "nonalcoholic." Additionally, "NA" sidesteps any direct association with the less positive term "alcoholic." For those who might associate "NA" with other contexts, it's worth noting that with only 26 letters in the English language, there's ample scope for letters to take on multiple meanings. Let's celebrate the diversity of language and its many interpretations.
A Movement with Many Names: The Essence Remains
Unlike the Temperance Movement, which sought total abstinence from alcoholic beverages, or Prohibition, which outlawed their consumption, today's movement focuses on a more mindful drinking approach, acceptance, and elevating nonalcoholic options. It advocates for a broader selection of refined, high-quality beverages that cater to diverse preferences and promote inclusivity at social events. By encouraging venues and gatherings to offer sophisticated alternatives, this movement empowers individuals to enjoy adult beverages without compromising their personal or health-related choices.
However you choose to refer to it, this is a movement with many names:
•AF Movement
•Alcohol-Free Movement
•Alt Drinks Movement
•Booze-Free Movement
•Buzz-Free Movement
•Cali-Sober Movement*
•Dry Movement
•Low and No Movement
•Mindful Drinking Movement
•Mocktail Movement
•Modern Day Temperance Movement
•N/A Movement
•No and Low Movement
•Non-alc Movement
•No-proof Movement
•Nonalcoholic or Non-alcoholic Movement
•Nonalcoholic Drink Movement
•No-proof Beverage Movement
•Sober Curious Movement**
•Teetotaler Movement
•Zero Proof Movement
•Zero Proof Cocktail Movement
•Zero Proof Spirits Movement
Each of these names carries with it the spirit of change, health, and community. Unified by common goals, they all aspire to amplify elevated nonalcoholic options, championing inclusivity in the process.
*Cali Sober, also known as California Sober, typically involves abstaining from alcohol and "harder" drugs while allowing for the use of cannabis or THC-infused products. This challenges traditional definitions of sobriety, which usually involve abstaining from all mind-altering substances. Interpretations of Cali Sober can vary among individuals, with some versions including moderate alcohol use or even psychedelics.
**The Sober Curious Movement was launched by Ruby Warrington on December 31, 2018, along with her book: Sober Curious: The Blissful Sleep, Greater Focus, Limitless Presence, and Deep Connection Awaiting Us All on the Other Side of Alcohol.
Coming to Terms
In the U.S., NA (nonalcoholic) beverages must contain no more than 0.5% ABV (alcohol by volume) to be legally termed “nonalcoholic.” To be called “alcohol-free” (AF), a beverage must contain zero alcohol. In many countries, including the UK, France, and Germany, beverages with up to 0.5% ABV can be termed “alcohol-free.”
At Zero Proof Collective, along with many companies and organizations, the term “Zero Proof” serves as a directional beacon, indicating a commitment to assess, change course, and explore new possibilities, similar to the Zero Carbon Project. While others use the term more literally to signify no alcohol content. The NA category is evolving, and consumers should stay informed as the language adapts for clarity and legal precision.
Understanding the 0.5% ABV Threshold for Nonalcoholic Beverages
Julia Bainbridge is an acclaimed and award winning writer and editor who has covered food and drink for many years. In her 2020 book Good Drinks: Alcohol-Free Recipes for When You're Not Drinking for Whatever Reason , she showcases her cross-country driving adventure in search of innovative nonalcoholic beverages, highlighting the growing sophistication and creativity in this category. Her pioneering research not only provides a collection of recipes but also aims to reset expectations about nonalcoholic beverages, presenting them as legitimate, enjoyable options for anyone seeking a thoughtfully crafted drink experience.
Photographs by Alex Lau and Julia Bainbridge
In her book, Bainbridge reveals that the 0.5% ABV threshold for nonalcoholic beverages originates from the Volstead Act of 1919, which ushered in Prohibition. This figure was shaped by regulatory and enforcement needs rather than scientific reasoning. She consulted with experts like Jarrett Dieterle and Kevin Kosar at the R Street Institute in Washington, D.C., and reviewed historical sources such as the Harvard Crimson article from May 1920 titled "Why 1/2 of One Percent" by William E. Johnson, a federal Prohibition commissioner. Johnson's article explains that the threshold was set to prevent brewers from circumventing Prohibition laws by producing low-alcohol beverages.
The implementation of this strict threshold was also influenced by changes in federal revenue sources. Prior to the 16th Amendment in 1913, which allowed for a federal income tax, the government heavily relied on alcohol taxes, which contributed up to 30-40% of federal revenue. The new income tax reduced the government's dependence on alcohol-related taxes, providing the financial flexibility to enforce stricter alcohol regulations, including the implementation of Prohibition, which lasted from 1920 to 1933. This shift allowed the government to maintain revenue while enacting and enforcing the strict policies of the Prohibition era, including the 0.5% ABV threshold.
Today, science continues to affirm that “nonalcoholic” beverages containing less than 0.5% ABV are generally considered safe, as the minimal trace amount of alcohol is metabolized quickly by the body, typically without causing physiological effects. This threshold is regarded as a safe margin for residual amounts left behind in the dealcoholization process, without presenting the health risks associated with common alcoholic beverages.
MEDICAL NOTE: It is an unusual yet pervasive assumption that nonalcoholic beverages are created primarily for pregnant women. Many people express sentiments such as, "I'll come back when I'm pregnant" or "I can't wait to share this with my pregnant friend." This misunderstanding not only overlooks the broader appeal of nonalcoholic beverages but also fails to recognize that pregnancy is a medical condition. Pregnant women, individuals taking medications, and those with existing medical conditions should always consult a healthcare provider before consuming any beverages, including those with trace or residual amounts of alcohol.
A Year of Clarity: The Global Rise of Month-Long Sobriety Challenges
In the shifting landscape of contemporary wellness, initiatives like Dry January, Dry July, and Sober October have become cornerstones of the NA Movement, urging individuals to forgo alcohol for a month. These campaigns have gained international momentum, extolling benefits such as enhanced sleep, increased energy, and improved mental clarity. Dry January’s first campaign was delivered in 2013 by Alcohol Concern (now Alcohol Change UK inviting participants to reassess their relationship with alcohol after the indulgences of the holiday season.
Dry July, organized by the Australian not-for-profit Dry July Foundation since 2008, challenges individuals to abstain from alcohol for the month of July, raising funds for cancer support organizations. Sober October, initiated by UK-based charity Macmillan Cancer Support in 2014, emphasizes both personal well-being and charitable fundraising. Research shows that many people who participate in these initiatives have an opportunity to reevaluate their relationship with alcohol, often resulting in long-term changes in drinking habits. Together, these initiatives cultivate a sense of community and mindfulness around reducing alcohol consumption, playing a crucial role in the growing NA Movement.
9 Factors Propelling the NA Movement to Prominence
The movement isn’t just about removing alcohol from drinks. It represents a holistic approach to beverage consumption that promotes healthier choices, inclusivity, and a refined taste experience. It encourages consumers to rethink the purpose of their beverages. Is it for relaxation? Socializing? Taste? Whatever the reason, the movement proposes that alcohol doesn't always need to be part of the equation. Several key factors are:
1.Health Consciousness: As people become more health-aware, the negative health implications of alcohol consumption, including its impact on liver health, mental clarity, and overall wellness, drive many to seek healthier alternatives.
2. Social Inclusivity: Ensures that individuals who abstain from alcohol for religious, health, or personal reasons can still fully participate in social rituals and gatherings without feeling excluded.
3. Technology & Innovation in Taste: The development of sophisticated and flavorful nonalcoholic beverages has revolutionized the market, providing consumers with complex and enjoyable drink options that rival their alcoholic counterparts.
4. Mindfulness and Well-being: The broader wellness movement, which includes practices like mindfulness and holistic health, aligns perfectly with the NA Movement, encouraging a lifestyle that prioritizes mental and physical well-being.
5. Safety and Responsibility: Emphasizing the importance of responsible drinking, NA beverages offer a safe alternative for those who need to drive or maintain cognitive and physical control, reducing the risk of accidents and impaired judgment.
6. Changing Social Norms: As societal attitudes towards alcohol shift, with more people embracing sobriety or moderation, the demand for high-quality NA options has increased, making it more socially acceptable to choose nonalcoholic beverages.
7. Celebrity Endorsements and Influencer Support: High-profile endorsements and advocacy from celebrities and influencers have brought greater visibility and credibility to NA options, making them trendy and mainstream.
8. Workplace and Professional Settings: In professional environments, NA beverages provide an inclusive option for networking events, meetings, and corporate functions, where alcohol consumption might not be appropriate or desirable.
9. Legislative and Policy Changes: Stricter alcohol regulations and policies aimed at reducing alcohol-related harm have encouraged the development and acceptance of nonalcoholic alternatives in public spaces and events.
These diverse factors collectively foster a sense of community and mindfulness around reducing alcohol consumption. By addressing health, inclusivity, innovation, and safety, the movement continues to reshape our understanding and expectations of social beverages.
Not Just a Trend: The Movement's Societal Ripple Effect
The NA Movement's importance is multi-faceted, resonating with individuals, communities, and broader society. It challenges long-held beliefs about beverages, creating a space for everyone to find their fit, regardless of their stance on alcohol. This movement seeks to educate people about the diverse options available and promotes enlightenment in how we perceive social drinking, fostering inclusivity and acceptance.
The NA Movement promotes enlightenment in how we perceive social drinking, fostering inclusivity and acceptance.
Globally, about 45% of adults have never consumed alcohol, influenced by a mix of cultural, religious, and personal factors. In the United States, this figure stands at 36%. Intriguingly, we’ve discovered that a significant number of these lifelong abstainers are pleasantly surprised when they encounter the sophisticated nonalcoholic options available today, often expressing amazement at the quality and taste. This shift in societal values recognizes and validates the choices of those who've long been overlooked in traditional drink cultures and most importantly presents a whole new source of revenue for today’s NA beverage makers!
By creating an inclusive environment, the NA Movement bridges gaps, forging connections based on shared experiences and mutual respect, rather than the mere presence or absence of alcohol.
Charting the Course: A Fluid Future for the NA Movement
As we look to the future, the trajectory of the NA Movement is promising, revolutionizing the beverage industry and offering a plethora of options for consumers and opportunities for creators. Its rise underscores a broader societal shift towards conscious consumption, where every selection, be it food, drink, or lifestyle, is made with more deliberation and intent. The NA Movement also fosters an environment that bridges gaps, forging connections based on shared experiences and mutual respect rather than the mere presence or absence of alcohol.
This is merely a snapshot of the NA Movement as it stands today. It will grow, evolve, and adapt to changing circumstances, demands, and innovations. As stewards of this movement, it's upon us to ensure that the narrative remains dynamic, accommodating shifts in perspective, new discoveries, and diverse voices. This is more than just a trend in the beverage industry — it's a testament to the power of choice, innovation, and inclusive thinking.
The NA Movement represents a paradigm shift in our drinking culture, challenging traditional norms and redefining what it means to enjoy a drink. As we continue our journey, let's raise our glasses to a future where every drink tells a story and all beverage options are celebrated equally.
© 2024 Cate Faulkner
