The Sober Curious Movement: Why More Kiwis Are Choosing Zero
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Why More Kiwis Are Choosing Non-Alcoholic Beer — And the Trend Is Just Getting Started
From sober curious to zebra striping, New Zealanders are rethinking their relationship with alcohol — and great-tasting non-alc beer is making it easy.
You really feel like a beer, but can't be bothered with the drama that comes with the alcohol. You want to socialise with a drink — not write off the night. You want something that's going to improve your state, not obliterate it.
These are all reasons why non-alcoholic beer is showing up in more Kiwi repertoires. And it turns out, the people leading the charge aren't necessarily giving up alcohol at all.
The biggest group of non-alc beer drinkers still drink full-strength beer — they've simply chosen to mix things up and take charge of their habits.
The New Drinking Vocabulary
A new wave of non-alcoholic beer culture has brought with it some useful new terms — shorthand for the ways people are integrating zero-alc beer into their lives.
Sober Curious
When drinkers explore non-alcoholic options in traditionally full-strength occasions — at a party, at the pub, at a BBQ. Not abstaining. Just asking better questions about when and why they drink.
Zebra Striping
Alternating between a full-strength and a non-alcoholic beer throughout the night. A simple way to moderate intake, stay social, and still have great beer in hand — without the next-day regret.
Both trends are only possible because the new wave of non-alcoholic brands has raised the bar on taste and quality. You can't zebra stripe with a beer that doesn't taste like beer. State of Play changed that.
The Numbers Don't Lie
Non-alcoholic beer is growing fast in New Zealand — and the global picture shows just how far we could go.
Why Such High Growth?
It's part consumer pull, part industry push — and both are accelerating at the same time.
Older drinkers are changing their habits. Younger drinkers are increasingly rejecting alcohol full stop. This shift, accelerated through Covid, rattled the world's second-oldest industry into action — and the result has been a boom in new brands, new styles, and genuine innovation.
The category has gone from a compromise to a genuine choice. And when the product is actually good, the choice becomes easy.
What State of Play Believes
At State of Play Brewing, we believe great new habits can start with the good choice of non-alcoholic beer. We want Kiwis to be able to share a beer regardless of the alcohol content — at the BBQ, after the game, at the end of a long week.
More distribution points, better quality, and genuinely more choice have made this possible. You no longer have to compromise to drink well.
Ready to Mix Things Up?
Build your own custom 24-can box with any combination of State of Play's five zero-alcohol beers. Free shipping on orders over $100.
→ Build a BoxFrequently Asked Questions
What is sober curious?
Sober curious describes drinkers who explore non-alcoholic alternatives in traditional drinking occasions — like at a party or the pub — without fully giving up alcohol. It's about being intentional: having the choice, and making it consciously rather than by default.
What is zebra striping with beer?
Zebra striping is a drinking approach where you alternate between a full-strength beer and a non-alcoholic beer throughout the night. It's a practical way to moderate alcohol intake while staying social — and it only works when the non-alc option actually tastes like proper beer.
How big is the non-alcoholic beer market in New Zealand?
Non-alcoholic beer currently accounts for around 4% of total beer sales in NZ, up from just 1% a few years ago. Comparable markets like Spain are already at 15%, while the UK, Netherlands, and Germany sit around 10%. Australia is tracking above 5% on a similar growth curve to NZ — and we think the local market could reach 20%.
Who is drinking non-alcoholic beer in NZ?
The biggest group of non-alcoholic beer drinkers in NZ still drink full-strength beer — they're simply choosing to mix things up. Younger drinkers are also increasingly rejecting alcohol altogether, a shift that accelerated through Covid and has driven a wave of genuine innovation in the non-alc category globally.