CHICAGO — Nearly half of Americans said they planned to drink less alcohol in 2025, according to an annual survey conducted by NCSolutions, New York. The survey was conducted before the US Surgeon General’s call for cancer warning labels to be required on alcoholic beverages and the data showed  the sober-curious movement is gaining momentum compared to the 2023 survey, when 34% of Americans indicated they planned to drink less and in 2024 when the percentage rose to 41%.

The data is something Emily Heintz, founder and chief executive officer of Sèchey, Charleston, SC, anticipated, but never expected to grow so quickly. Her brick-and-mortar storefront opened in 2021, where shoppers can find her de-alcoholized wine brand among a myriad of other low- and no-alcohol beverages that she curates. Products are also sold online and in some Target stores.

It was her personal journey during the pandemic lockdown that led her to discover enjoyable alternatives to alcohol that feature sophisticated flavors. In the wine space, she works with wineries that specialize in the de-alcoholization process. Currently the line includes dealcoholized sauvignon blanc (still and sparkling), still rosé and sparkling cuveè blanc. One 750-ml bottle ranges from $22 to $24, depending on variety.

“We just rolled out blanc de blanc minis, which are straight from the vineyards of France,” she said. “It’s a 200-ml bottle that boasts crisp, refreshing notes with delicate bubbles.

“All of the Sèchey de-alcoholized wines are lower in calories and contain less sugar than their alcoholic counterpart. That’s an extra benefit of the de-alcoholizing process. I work closely with the wineries to round out the flavor using only natural ingredients.”

Her relationship with Target is not exclusive, but it has been successful. So much so that she can barely stock her own wines in her storefront, she said.

Target Corp., Minneapolis, and Heintz collaborated on some limited-edition offerings this past holiday season. Shoppers stocked up for their New Year toast, and to help them keep a dry January resolution.

An impressive 30% of Americans said they planned to take part in this year’s dry January, a 36% increase from 2024, according to the NCSolutions survey. The survey also showed consumers bought 22% more nonalcoholic beer over the 12-month period that ended November 2024, compared to the same period the previous year.

“As more consumers, especially younger ones, embrace a sober-curious lifestyle, we’re seeing a change in purchasing behavior following this cultural shift,” said Alan Miles, CEO at NCSolutions. “NCS data shows the demand for new nonalcoholic beverage options grew steadily over the last three years. Beverage brands are meeting and contributing to this demand with new nonalcoholic products on the shelves.”

Nonalcoholic options extend beyond beer, wine and spirits to THC- and CBD-infused drinks. In 2025, 26% of consumers said they are interested in trying the cannabis-infused drinks. Younger generations are more interested in trying the options in 2025. The newest findings showed 38% of Gen Z and 37% of millennials expressing interest, compared to 30% of Gen Z and 32% of millennials in 2024.

When new beverage products are marketed as being aligned with the sober-curious lifestyle, 43% of Gen Z and 33% of millennials said they are more likely to buy it, compared with just 16% of Gen X and 10% of boomers, according to NCSolutions. Overall, 75% of Americans said they are most likely or as likely to try a new beverage product in 2025 if it is marketed as aligning with the sober-curious lifestyle, up from 70% in 2024.