New York’s Zero-Proof Festival Taps Into Record-Low US Drinking Trends
“Drinks With Benefits” will bring 60+ alcohol-free and functional beverage brands to NYC as Gallup data shows U.S. alcohol consumption falling to historic lows
The sober-curious and functional beverage movement isn’t slowing down, and New York is about to put that shift on full display.
The city will host its first zero-proof and functional beverage festival as “Drinks With Benefits” debuts on Saturday, Sept. 27, at The Altman Building. Running from 1:00 PM to 7:00 PM, the event celebrates the rise of alcohol-free drinks, with over 60 brands showcasing non-alcoholic spirits, beers and functional elixirs alongside curated food pairings, live DJ sets, a non-alcoholic beer garden, wellness activation and mixology experiences. There is also a podcasting lounge where attendees have the opportunity to join the audience as Samantha Feher and the Sober Fit Girls podcast live as well as a Surf Dating VIP section.
The festival arrives as U.S. alcohol consumption drops to a record low. According to new Gallup data, just half of 18-to-34-year-olds say they drink (down from 59% last year), while overall, only 54% of Americans report drinking at all, the lowest level Gallup has recorded in nearly 90 years.
Among the festival’s sponsors is Sentia Spirits, an alcohol-free brand developed by Gaba Labs. Co-founded by neuropsychopharmacologist Professor David Nutt and entrepreneur David Orren, the brand’s beverages are meant to mimic alcohol’s calming effects without its risks and downsides.
“We’re seeing a whole new wave of drinking culture emerge—young people are choosing moderation and innovation over old routines, while older consumers are embracing healthier options as they think more carefully about long-term well-being,” Orren tells Athletech News. “That shift is fuelling the rapid rise of functional social drinks, and we’re building the platforms that make these options more effective and accessible.”
As Nutt observes, more people are starting to drink with intention, asking why they drink and choosing options that benefit them.
“Functional drinks meet that need by supporting relaxation and sociability without the harms, bringing science in line with a new cultural awareness,” he said.
By the numbers, the global non-alcoholic drinks market was valued at $1.46 trillion in 2023 and is projected to reach $2.18 trillion by 2030, according to Grand View Research. North America led the category with 34% of global revenue last year, showing how U.S. consumers are driving demand for healthier alternatives.
Tickets are available here.