The global rise of a sober curious lifestyle. Liquid Death’s total funding of $125 Million signals this is not a trend but a new lifestyle. Did the “Cali Sober” movement do it first?

<p>The global rise of a sober curious lifestyle is a truly remarkable shift in consumer spending. The sober curious movement is people experimenting with sobriety for both mental and health reasons and overall healthier lifestyle. Nearly 40% of all global consumers reported a desire to cut back on alcohol. Data analytics firm, NielsenIQ, reported&nbsp;sales of non-alcoholic beverages rose 33.2% in 2021. Leading to a rise in consumer demand for non- alcoholic beverages. This trend of sober curious lifestyle can be tied to the wellness movement amongst adults. In 2020 the global wellness economy was valued at&nbsp;$4.4 trillion. Popular beverage DTC startup, Liquid Death’s total funding of $125 Million signals this is not a trend but a new lifestyle. But did “Cali Sober” movement do it first?</p>