There’s been a real shift in culture over the past decade with health-conscious living. Where nights out once revolved around pubs, clubs, kebabs and heavy weekends of drinking, many people are now choosing a different path. The “sober curious” generation is reshaping what it means to socialise, train, and celebrate and it’s no coincidence that this shift is happening alongside a boom in fitness and wellness trends.
A New Kind of Social Scene with Health-Conscious Living
In the late 90s and early 2000s, weekends were often fuelled by alcohol. Friday nights out blurred into Saturday recoveries, followed by Sundays spent nursing hangovers and getting ready to do it all over again.
Fast forward to today, and the picture looks very different. Run clubs are thriving in towns and cities across the UK. Hyrox — a mix of strength and endurance racing — has exploded in popularity. Ironman races, once seen as the domain of older endurance athletes, are attracting younger competitors. The cultural symbols of this shift aren’t pints and shots, but matcha, electrolyte drinks, and alcohol-free options like our Korko drinks.
Wellness as the New Fix
The new generation isn’t missing out; they’re just finding their highs in different ways. Instead of reaching for alcohol, people are chasing endorphins, pushing limits, and investing in their health.
The stereotype of the tracksuit-wearing, middle-aged jogger has been replaced by communities of younger, stylish runners in coordinated Gymshark gear. Socialising doesn’t have to mean boozing anymore; it can mean joining a sunrise hike, a city centre group run, or crushing a gym session.
Why It Connects to Sober Curiosity
The sober curious movement is about choice. It’s not about strict abstinence but about questioning whether alcohol really adds to an experience. Increasingly, the answer is “no.”
Alcohol-free drinks like Korko are part of this cultural shift. They make it easy to be included, to have something grown-up and flavourful in your hand, and to stay true to your lifestyle. It’s about enjoying the social moments without the downsides; no hangovers, no sluggish mornings, just energy for the next challenge.
The Future of Social Wellness
This isn’t a passing trend, it’s a change in how people want to live. Health-conscious communities are growing, from run clubs to hiking groups to someone who wants to have friends round for (alcohol free) drinks, all built on connection without alcohol at the centre.
Korko belongs in this new space. We’re here for the runners, the riders, the gym-goers, and the everyday people who want to live well and still enjoy a great drink.
