Hector Castro, 23, experiences similar concerns. He’s on the “rarely drinks, unlike his friends” part of the scale. His peers have mostly supported his choices, but there’s still a certain insecurity that arises when his friends order a round of shots at the bar. Acknowledging that spectrum was a huge sense of relief for Karolina Rzadkowolska, author of the self-help book Euphoric: Ditch Alcohol and Gain a Happier, More Confident You , when she started on her own sobriety journey here in San Diego. Rzadkowolska says that a few years ago, there were only two roads: You were a regular drinker, or you had a huge problem with alcohol. “I really think that can be so damaging for people because it doesn’t allow us to evaluate the role of alcohol in our lives at earlier stages, to just make that a normal process in our society,” she says. “We wait until there’s this grand problem, right? And then there’s so much stigma attached to that.” But she says it’s different now. We’re breaking down those paradigms. “I think that what this conversation is doing is really giving people more permission to be curious and explore a different way with alcohol,” she adds. Rzadkowolska also coaches women on how to thrive in a sober lifestyle. They come to her when they realize alcohol is no longer serving their lives, and she helps them change their relationship with it. She praises the “rebellers” who are shifting the conversation around drinking and placing more value on wellness. The Industry Can Evolve or Fizzle Out Well-crafted zero-proof cocktails can be found throughout the county: Kindred in North Park, Elixir De La Lune in Bird Rock, and Sea 180 Coastal Tavern down in South Bay are just a few examples. “I think it’s just really smart for all bars and restaurants to have the inclusivity and the options because [otherwise] you’re also missing out on business,” Rzadkowolska says. “Like, if someone’s going to order tap water, that’s not really helping your bottom line, versus [selling] them a mocktail.” But for some, a stigma remains around not ordering alcohol in a bar setting. “Saying [‘mocktail’] out loud makes me anxious,” says
‘[You’re] just asking for a soda right now.’ At that moment, you’re kind of an outcast.” As bartenders attempt to woo sober customers with mocktails, Big Soda is dipping its toe into alcoholic beverages with “hard” versions of popular soft drinks like Pepsi and Mountain Dew, the New York Times reports. Experts are worried the framing of these new products, and their accessibility, could undo the long-standing regression in alcohol consumption. The folks at IPS are watching this, too. A large part of the organization's work is finding ways to reduce alcohol access for underage folks by identifying where there’s an over- concentration of liquor stores and other places licensed to sell alcohol. It’s often more common in lower-income neighborhoods and communities of color, Maxwell Johnson with IPS says. He argues that local government doesn’t invest as much money in lower- income neighborhoods, making them an easier target for the alcohol industry. “They use predatory marketing practices. They’re the ones that are trying to get harmful and dangerous products into the systems,” Johnson says. “It’s [about] making money at the end of the day.” As Gen Z goes for the alcohol industry’s throat, the normalization of cannabis is surging. According to Bloomberg , there’s a strong preference for cannabis over alcohol with young people. Matthew Brooks, 25, is “California sober”— meaning he only smokes weed. He was tired of the hangovers. He hated having to face the blowback from drunken decisions. Cannabis keeps him in control of himself. “When I’d get blackout drunk [...] I would get really emotional,” Brooks says. “Like, to the point of distressing my friends and those around me. And it kind of puts a damper on the mood. I’ve never been emotionally overwhelmed by cannabis. Nothing like alcohol.” Makayla agrees. Having control of her body once again after she quit drinking is a big deal for her. She says it’s all around just healthier and safer—and she doesn’t have to worry about being roofied again. “When you’re at a party, nobody can fuck with your joint that you brought,” she says. “But if you have a cup, somebody can mess with it.” *This story deals with underage drinking and consuming alcohol on dry campuses. Last names have been omitted to protect the identity of these students.
Castro. “I [feel] like people are listening to me and they’re like,
RIGHT Our feeds seem to be full of sober (and sober-curious) influencers these days.
35 SAN DIEGO MAGAZINE
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