There's a quiet shift happening in liquor retail, and it can feel unsettling at first. More customers — especially millennials and Gen Z — are asking for low-ABV and nonalcoholic (NA) options, or are shopping with moderation in mind, mixing NA products into their basket alongside their regular picks.
Gen Z is leading the charge: Nearly half plan to drink less, and they're more likely than any other generation to swap a cocktail for something alcohol-free, according to Datassential's 2026 Non-Alcoholic Beverage Trends Report.
So, what does this mean for your liquor store? Sober-curious shoppers aren't opting out — they're choosing moderation, pairing NA options with their usual selections, and spending more per visit.
And the numbers back this up. 93% of customers who buy nonalcoholic beverages also purchase alcohol. Rather than shrinking your sales, the sober curious trend opens the door to larger baskets and entirely new shopper segments. Store owners who adapt early consistently report higher average order values, stronger customer retention, and access to customers that their competitors are still missing.
Learn what the sober-curious movement is, why it matters for liquor retailers, and how to adapt across merchandising, assortment, marketing, and loyalty.
This term refers to consumers who intentionally reduce or rethink their alcohol consumption without committing to full abstinence. They might alternate between alcoholic and NA drinks on the same night out, participate in Dry January, or reach for a lower-ABV option more often than they used to.
These consumers still buy alcohol — they just do it more deliberately, with a focus on prioritizing health and balance without opting out of social occasions entirely. They’re looking for more flexibility and better options, and they’re paying attention to stores that make those choices easy to find and easy to feel good about.
Related Read: Is Liquor Retail in Crisis in 2026? What Last Year's Sales Numbers Are Telling Us
Many store owners assume that if customers drink less, revenue drops. But stores that adapt to the shift often see the opposite.
Sober-curious shoppers build larger baskets by pairing NA products with traditional alcohol and mixers. They try new categories more readily, respond well to targeted promotions, and stay loyal to stores that understand what they’re looking for.
They’re also more likely to engage with personalized outreach, especially when promotions are tailored to their past purchases through customer segmentation. Health-conscious drinking is a long-term behavioral shift, and stores positioning themselves now will have a real advantage as the category continues to grow.
For example, if a customer was already buying from you and then adds a $28 NA spirit plus a $12 premium mixer, that’s about $40 extra on that one visit. During Dry January, even a small number of customers responding to a text offer can add up to real revenue, without needing more customers to walk in or spending more on ads.
Want to turn this shift into more sales? Here are some simple, effective ways to leverage this trend at your liquor store.
Build a real nonalcoholic section. Treat NA as a core category, not a side shelf. Stock a tight mix of NA spirits, NA beer and wine, functional beverages where legal, and premium mixers. As the category evolves, it can also include newer products like functional spirits and THC- or CBD-infused beverages, where legal. Then, merchandise it like premium inventory with clean placement and clear signage.
Merchandise for discovery. Make NA and low-ABV easy to shop for. Put NA spirits near their full-proof counterparts, and feature low-ABV wines and session-style beers alongside standard options. A simple endcap or “moderation” section can drive add-ons because customers see the choice while they’re deciding.
Sell the full experience. Moderation-minded shoppers still want a great drink. Build baskets with premium mixers, bitters, garnishes, and bar tools positioned near NA spirits and low-ABV options. It’s an easy way to lift average order value without relying on more foot traffic.
Use targeted marketing (and keep it simple). Generic promos are easy to ignore. What works better is sending relevant offers to the customers who already show interest in NA or low-ABV. Use an industry-specific point of sale (POS) system that supports customer segmentation based on purchase history and built-in SMS marketing, so you can target messages directly from the POS.
Here are a few examples:
Expand the mix based on what’s selling. Avoid guessing. Use a POS that includes automated ranking to identify top performers and reporting that helps you stay ahead of fast movers so you can reorder with more confidence and cut back on dead stock.
Save time as you add vendors. As NA grows, so does vendor complexity. A system with automated invoicing speeds up receiving and reduces manual entry as new invoices and products pile up.
Train staff to guide the purchase. Many shoppers are interested but unsure where to start. A staff member who can explain flavor profiles, recommend a good NA swap, or suggest a mixer turns browsing into buying, while also building trust.
Use events to build momentum. NA tastings and mocktail demos are easy wins, especially during Dry January and Sober October. Keep the setup simple: Feature one NA spirit, pair it with two mixers, and hand out a quick recipe card so customers can recreate it at home.
Round out the assortment with low-ABV options. Not everyone wants zero alcohol. Session beers, lighter wines, and low-proof aperitifs are a good fit for shoppers who are cutting back but still want something familiar.
Related Read: Liquor Store Product Mix 2026: What To Stock On Your Shelves
These shoppers are brand-conscious and tend to influence the people around them. Earning their loyalty often means earning more than one customer.
A liquor-specific POS makes this much more straightforward: Purchase history tracking lets you personalize recommendations over time, phone number capture at checkout keeps you connected between visits, and a built-in point-based loyalty program rewards repeat business without adding operational complexity or extra software.
More customers are deciding where to shop before they ever leave the house. If a competitor shows accurate inventory online and offers easy pickup or delivery, that sale is gone before anyone walks through your door.
Look for a POS that integrates directly with delivery options like DoorDash, syncing inventory every hour so NA and low-ABV options stay accurately displayed. Automatic price markups on delivery orders also help protect revenue without constant manual updates.
Those delivery customers don’t have to fall outside your loyalty loop, either. Phone number capture at checkout keeps them connected to your points program and your SMS list, so every order builds the relationship regardless of how they choose to shop.
Some owners hold off because they assume this trend might fade or that getting started requires a significant investment. Neither tends to be true. Demand is already there, competitors are already moving, and a focused test assortment tracked against real sales data is often enough to get started without overcommitting.
The bigger risk? Doing nothing while nearby stores capture the customer base you could have had.
The sober curious movement expands what a liquor store can offer and who it can serve. It opens the door to more occasions, a broader mix of products, and stronger reasons for customers to choose your store over another.
To capitalize on that shift, be intentional with your merchandising, lean into your data, and tailor your messaging to the right audiences. Just as importantly, create a shopping experience that feels easy and flexible. Taking this approach helps bring in new customers, increases average order value, and positions your store to stay competitive as buying behaviors continue to evolve.
Get a broader view of where liquor retail is heading and what top operators are doing about it. Download the Bottle POS Liquor Retail Trends Report.