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Scuba’s Next Happy Hour? From Mocktails to Mask Straps by Cathryn Castle Garcia , Owner, ClearStoryCoach.com, The Azores
F OR DECADES, THE PHRASE “happy hour” has typically meant one thing: alcohol. Having a beer with co-workers after work. Wine with friends. Cocktails at sunset. But among younger consumers, particularly Gen Z (20- somethings) and younger Millennials (age 30-mid-40s), the definition of social connection is changing dramatically. In- creasingly, young adults are embracing a “sober curious” lifestyle that prioritizes health, wellness, meaningful experiences, and social activities that do not revolve around intoxication. Instead of beer flights and wine tastings, many are choosing kombucha bars, crafted mocktails, functional beverages, and alcohol-free social events. Recent consumer research suggests nearly half of younger adults are now choosing low- or no- alcohol beverages as part of a broader cultural shift toward moderation and wellness.
Don’t Mock the Mocktail: If you haven’t noticed the sobering shift, get this. According to Business Insider, the “sober curious” movement started gaining traction as a main- stream lifestyle trend in 2018. It’s not a passing fad. It’s legit. And it’s got staying power. Functional beverages – non- alcoholic beverages enhanced with ingredients like vitamins, minerals, herbs, botanicals, or probiotics – will account for nearly $152 billion in sales in 2026. This beverage category is expected to exceed $240 billion by 2031. Even if you’re not into kombucha and botanical mineral water, it pays to notice that big brands like PepsiCo, The Coca-Cola Company, Red Bull and Monster Beverage Corporation are in it, bigtime. Health and wellness are major drivers behind the shift. Younger consumers increasingly associate alcohol with poor sleep, anxiety, reduced productivity, and negative mental health effects. Instead, they are seeking experiences that improve mood, support physical health, and create authentic social connection. The growth of the functional beverage market reflects this change. Meanwhile, bars and restaurants pivoted with great results. Mocktails now appear on menus with the same care and presentation as alcoholic cocktails, while alcohol-free social venues and sober events continue to expand globally. For dive centers looking to attract younger audiences, these cultural changes matter. Marketing “Scuba Curious” to the “Sober Curious” Con- sumer: The diving industry has a potentially powerful oppor- tunity to capitalize on this growing trend. Scuba diving already offers many of the benefits wellness-focused consumers seek. Examples include controlled breathing, mindfulness, stress re- duction, and digital disconnection. Add to this a sense of be- longing to a community that scuba diving offers and we should all be saying, “Hold my beer,” while we rush off to craft a marketing plan that targets the “sober curious” crowd. Introducing the “Water Wellness” Connection: Consider a weekly or monthly event designed specifically around wellness and social connection. Market it as an exclusive activity available by reservation only, and price it accordingly. Start by welcoming guests with infused sparkling waters, tropical fruit beverages, or locally brewed kombucha. Next, put the emphasis on the experience rather than the equipment. Instead of “teaching a DSD class,” try using a few guided meditation
If your marketing message isn’t CLEAR, all you’re making
is NOISE. I can help. Hi, I’m Cathryn. I specialize in branding and marketing strategies for the scuba industry. Visit my website for a FREE Brand Messaging Guide. Email me at hello@clearstorycoach.com to schedule a call.
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