Sober Curious Trend: Non-Alcohol Wines Join the Cool Crowd

ISH Sparkling Rosé – Non-Alcoholic Sparkling Rosé Wine

Have you ever heard of the “Sober Curious” movement?

It’s still a fairly new phrase in many parts of Asia, but globally it has become a cultural shift where more and more people are asking themselves: “Do I really need alcohol to enjoy the moment?”

S.C drinkers are not people who say no to wine entirely, nor do they reject tradition. They simply want to drink more mindfully. Instead of forcing themselves into drunkenness, they choose to stay clear-headed, or alternate between alcoholic and non-alcoholic options, so they can still go for a run, head to work, and feel like themselves the next morning.

In Europe, Michelin-starred restaurants have already begun to feature non-alcohol wines in their pairing menus. In Asia, Chinese businesspeople are raising 0% sparkling glasses at banquets to stay polite without overdrinking, while young Japanese consumers are turning to alcohol-free wines as part of a healthier lifestyle. From Paris to Tokyo, intoxication is no longer the only way to raise a glass.

ISH Sparkling – Non-Alcoholic Sparkling Wine

It is right at this intersection of demand that ISH wines find their place at the table. Quiet yet convincing, they prove that a glass of non-alcoholic wine can deliver elegance, refinement, and complete joy.

What makes the premium non-alcoholic wine category one to watch?

• An experience that rivals traditional wines when crafted with the right winemaking process.

• Say no to hangovers the next morning.

• Safe and worry-free when driving.

• Inclusive in every cultural, religious, and professional context.

One could say that being ‘Sober Curious’ is a refined choice for a new lifestyle, one where health and experience come first. Well-crafted non-alcoholic wines are increasingly making their way into fine dining spaces and high-end hotels.

Glouglou Wines is joining this movement in Vietnam. We are preparing to launch three non-alcoholic wines from ISH — Merlot, Chardonnay, and Sparkling. Stay tuned to be among the first to raise your glass and experience them.