Episode 298: From Stigma to Status Symbol: How the AF Movement Went Mainstream

Oct 20

Today, the alcohol-free industry is worth $1.6 TRILLION dollars and counting, with celebrities, wellness icons, and millions of women joining the movement. Not long ago, choosing to not drink meant you were labeled, questioned, or told you’d “never have fun again.” How times have changed.

I’ve had the incredible honor of watching this glow-up since I took my first break from alcohol 7.5 years ago. At the time, around 10% of the population didn’t drink. Now? That number has soared to 25%.

This episode is all about how we got here, from what it was like to go alcohol-free when options were scarce, the fascinating data behind this global shift, and what this means for our culture moving forward.

7.5 years ago, I’d drive an hour just to find a decent AF stout, but today, there are options EVERYWHERE: restaurants, grocery stores, online, and it’s only growing with endorsements from influencers like Katy Perry and Tom Holland, who have their own AF brands.

If you go alcohol-free today, you are an early adopter and an innovator. Join us inside Euphoric the Club, the premier community of successful, alcohol-free women (and the women who are becoming them), and apply for the next round of the Empowered AF 5X Coach Certification Program, which starts in TWO DAYS.

IN THIS EPISODE:

The alcohol-free movement leapt from taboo to trend and why NOT drinking is a modern status symbol, not a social stigma
Jaw-dropping stats; for example, 25% of Americans haven't touched alcohol in the past year, and 50% plan to drink less
The rise of alcohol-free beverages and how innovative brands and celebrities have turned not drinking into the coolest option in the room
Why I think the alcohol-free movement is one of the biggest wellness trends for coming generations (plus, looking at the potential of YOUR influence on the people you know)

REFLECTION QUESTION

Reflect on the moments you felt “out of sync” with drinking and consider how societal narratives—whether about fun, fitting in, or health, impacted your decisions. Where did your beliefs come from, and are they still serving you?

“It hadn't even dawned on me that I could just not drink because I think the sober curious movement and this alcohol free movement weren't born yet. And so back then, you know, the kind of culturalization and socialization we have is there's only one route to go when you want to stop drinking. And that was a very serious route. And it came with AA and it came with wearing a label and calling yourself an alcoholic and calling yourself powerless over alcohol. And I was like, I'm not doing any of that. I know a lot of people who do find a lot of solace and community in those groups, but there was just something so stubborn in me, and I wasn't drinking that much. So to be going around and saying I'm an alcoholic or I'm powerless over it just felt so wrong.” - Karolina

“36% of people hear about the sober curious movement from social media. That's insane. So if you are a coach or an influencer or in the health and wellness world and you talk about going alcohol-free or taking a break from alcohol with your community or that's something that you really want to build, kudos to you because 36% of people actually hear of it first from that.” - Karolina

LINKS/RESOURCES MENTIONED

If you know you’re meant to help other people change their relationship with alcohol and achieve deep healing (along with their bigger dreams), apply for the Empowered AF 5X Coach Certification Program – and get 5x certified as a world class alcohol-free empowerment coach, mindset coach, success coach, NLP practitioner, and hypnosis practitioner. This program includes a four-month business mastermind and a business retreat in Southern California.

Check out Euphoric the Club, the premier club for successful women who don’t drink (and the women who are becoming them) where you can get access to all my alcohol-free programs and methodology, coaching, and trainings for only $62.

Awarded the most empowering book in the sober curious genre, be sure to get your copy of Euphoric: Ditch Alcohol and Gain a Happier, More Confident You today and leave your review.

Follow @euphoric.af on Instagram. And as always, rate, review, and subscribe so we can continue spreading our message far and wide.