Tough Times for Sober Bars

Hi everyone and welcome back to the interview and analysis corner. This week, Megan’s going to give us an update on the state of non-alcoholic bars and how bar owners have braced for economic uncertainty.

Let’s dig in.

Hey everyone, Meg speaking.

This week I wanted to go back to the start. My very first article for Food Jungle discussed the exciting promise of sober bars, paired with the meteoric rise of alcohol-free beers and spirits. And, while I was excited about the prospect, I did have some reservations about a “non-alcoholic” future. 

Since writing my first piece, it seems as though my reservations have been justified, as the number of non-alcoholic spaces has tumbled. Though there is no denying the “sober curious generation” exists that tends to stay away from binge drinking habits and alcoholic frivolity of the generations before them, there is still not enough momentum to sustain a sober revolution. 

No Alcohol, No Service

Unfortunately, one of the sober bars that spiked so much excitement in my previous article, Love From, announced its closure at the end of July. The Manchester pop-up is not alone. British bar group - Brewdog - decided to sell alcohol in its non-alcoholic Shoreditch bar, whilst Brighton’s sober Torstig and Dublin’s Virgin Mary both closed their doors over the past year. 

Huge overhead costs continue to punish the whole hospitality industry and niche problems, relating more specifically to sober bars, like lower rates of purchase and slower consumption, have caused many bar owners to rework their concepts or close their bars completely. 

We are at a troublesome impasse. All the evidence points to the existence of a sober-curious generation looking for ways to socialise. However, those same customers are inflation-weary, while bars struggle to encourage high spending per head and repeat visits.

Additionally, bars face the challenge of encouraging customers to enjoy non-alcoholic beverages, ensuring the overall experience is leisurely and enjoyable, while also trying to turn over tables quickly to maximise revenue and keep the bar financially afloat.

With more reasons joining the long list of difficulties, it is easy to see why sober bars continue to struggle.

The Hybrid Model

Love From owner, Karl Considine, pointed to a tough economic climate and reduced consumer spending as reasons for the sober revolution’s slowing momentum.

However, my concern here is that a tough economic climate is not the problem, but rather the popularity of non-alcoholic beverages themselves.

We often see a spike in the number of people going sober for “Dry January”, which shows that interest in non-alcoholic products exists. But for “non-alcoholic” to be more than just a monthly trend during economically kinder times, there has to be a consistent consumer base all-year-round.

Perhaps, for the moment, it might be best to explore the hybrid model that Brewdog is using, in which customers can enjoy a “mockcktail” alongside those who prefer normal alcoholic beverages.

The solution to sober bar closures may even lie in adopting a sober-forward mindset, like Brewdog has done in London, where sober drinks take priority with a small selection of alcoholic options on the side.Whatever the case, it seems as though “mocktails” and cocktails may have to co-exist a little while longer.

Concluding Thoughts 

Whether it is because of a consumer that is struggling to deal with current economic uncertainty or because of a lack of interest in being sober, the sober bar revolution is certainly on hold.  

For sober bars to be successful, as I have stated previously, I believe that we need to re-evaluate what sober-curious customers want from their social spaces and ask if replicating the concept of the traditional bar is the best way forward.

We might see a future in which drinking spaces prioritise non-alcoholic beverages, but where the customer is also able to order an alcoholic drink. I certainly don’t think that the sober movement is dying out. But for the idea to stay alive, a shift in perspective may be necessary.