The rise (and rise) of the non-drinking culture

Can you feel it? Slowly but surely, the social divide between drinking and non-drinking is narrowing… and we’re engaging with alcohol-free tipples as much as we love a delicious glass of wine.

And with a buzz around mindful drinking, lifestyle choices and embracing moderation in social circles… there are a wealth of sober experiences bringing people together – and a shift in drinking habits.

“We’re at this pivotal moment where not only is there a sort of societal, kind of general demand and need for it – but there are products out there now that are exceptional and incredible,” says Tom Surgey, TV drinks presenter, author of How to Drink Wine, and founder of of the UK’s largest non-alcoholic drinks event, Parched.

“And so what excites me, as someone who both works in and drinks alcohol; and has enormous amounts of time when I don’t drink, I’m a massive non-alcoholic drinker as well… I definitely fit into both camps.”

He continues: “For me, the thing about no and low is to be able to go and have incredibly complex, really exciting drinking experiences; but once you finish with them, you don’t have the hangover of alcohol.”

Indeed, Surgey says the number of times he says: “Hey, I’m out tonight, but no thank you, I’m not actually drinking… I’ll have a Guinness zero [alcohol] or Botivo, whatever it might be, and the amount of people who say: ‘What’s that? I thought you’d be limited to an elderflower cordial or sparkling water.’

“It’s like, God no!” says Surgey. Chatty and fun, the presenter says the last thing he wants to do is go out for dinner, everyone’s sharing a lovely bottle of wine, and be sitting there drinking a sticky sort of cordial. “Like absolutely not.”

And with so many low and no options to alternate with your go-to cocktail or favourite fizz, Surgey says what makes him excited is that lovely anticipation you feel at four o’clock in the afternoon. “Or Friday, when you think, ‘I’m meeting my friends in a bar in two hours time.’

“You know, I can’t wait… and if you’ve got an amazing drink waiting for you, even if it’s non alcoholic, you can emulate that same anticipation and excitement.”

Moreover, as the no and low sector evolves, he says wineries are getting closer to bridging the gap between non-alcoholic wine and actual wine in terms of flavour profile. “They’re not identical… all these products have their pros and cons, and need to be seen in their own light.”

Surgey goes on to say there are some incredible non-alcoholic beers out there. “The gap between standard alcoholic and non-alcoholic beer is the smallest it’s ever been, and getting smaller by the day.

“And the same is happening in every category… alcoholic wine and non-alcoholic wine, it’s getting better and better. But I would say the gap is still slightly greater than beer, it’s [non-alcoholic wine] still got a way to go.”

To find the middle ground between alternating your favourite tipple with a non-alcoholic midweek marvel, Surgey says you’ve got to be up for exploring and embracing the experience.

The other thing he highlights, if you tried a non-alcoholic wine a year ago – even in a short amount of time as that – the same brand will be better now than it was a year ago.

“The innovation that’s going into it, the money that’s being spent on these products to make them better and better is extraordinary.”

Surgey continues. “I think it’s one of those things… if you’re interested in no and low, whether that’s a constant lifestyle; or is literally, ‘I want to have six drinks tonight.’

“I’m going to make three of them non-alcoholic, because I’ve got to get up and do something in the morning [he laughs]… then exploration is key. So, yeah, trying different things and getting stuck into it.”

Ready to take a detour down sober street? We’ve shortlisted five award-winning non-alcoholic tipples for when you want to party – without the morning after…

1. Botivo Batch 31, Non-Alcoholic Aperitif, £27.50, (500ml), Botivo Drinks

A firm fixture on Michelin-starred wine lists, the suggested serve for this is A-list aperitif is to add one part Botivo (25ml), with seven parts soda water (175ml) over ice, top with a fresh squeeze of orange… and let the bittersweet botanicals do the talking. An added bonus, it works well in boozy cocktails, such as a whiskey sour.

2. Mother Root Ginger Non-Alcoholic Aperitif, £27.95, (500ml), Waitrose

An aperitif which packs a fiery punch, Mother Root blends warm, spicy ginger notes with the sourness of apple cider vinegar. Blossom honey and chilli extract are also in the mix, so expect a spicy kick on the tail. Top with soda and garnish with fresh lemon and a sprig of rosemary.

3. Bolle Sparkling Blanc de Blancs Non-Alcoholic, £19.99, Bolle Drinks

Fresh and youthful, citrusy aromatics combine with green apple and pear, showing a melange of citrus-led flavours with delicate toasty notes, a hint of minerality and crisp, dry finish. Sophisticated and well-turned out, it’s a gold-medal winner.

4. Wild Idol Non-Alcoholic Sparkling Rosé, £29.99, Wild Idol

Deliciously zesty with a sweet and tart profile, this vibrant pink fizz offers an open bouquet of ripe summer berries; it’s fruit forward, with raspberry-edged flavours and a lingering tangy finish. Very moreish and a silver-medal winner.

5. Firebrand Brewing Co Shorebreak Alcohol Free Hazy Pale, £2.70, (440ml), Firebrand Brewing Co

A Cornish corker, this hazy pale was named Best In Britain at the World Beer Awards 2025… and it’s brimming with hoppy goodness. Smooth and light with tropical flavours galore, there’s an enticing citrusy piney note on the fresh finish. Cheers!

For more info on Parched, the No and Low Drinks Tasting, October 8, 2025, London, visit Eventbrite.