Now? Saturday mornings are for PRs, long runs, cold plunges and coffee meetings. The ritual has shifted from the nightlife scene to daytime practices of longevity.
Across the country, especially in fitness-forward cities like West Palm Beach, the rise of alternative drinks, THC seltzers, adaptogenic drinks, nootropic blends and low- or no-alcohol options signals more than just a category trend. It signals a cultural pivot in the way people celebrate life.
From escapism to optimization
Last Rep founder Jason Ashton has seen the rise of wellbeing in social settings. “We are seeing a noticeable increase in fitness-based events… and this is no longer limited to daytime activities,” he says. “Running clubs and social clubs are gaining momentum during the week and on weekends.”
While he falls short of declaring it permanent, Ashton is clear about its direction: connection is increasingly centered around health and wellness.
“I’ve worked in the adult beverage industry for 21 years. This is structural, not seasonal,” says the FreeMind Group founder Nate Fochtman.
According to Fochtman, it is not a fad, but a recalibration when behavior changes simultaneously between age groups, income groups and regions.
“What we see is not that people give up their fun,” says Fochtman. “We’re seeing people reprioritize energy, performance and recovery.”
The nightlife was built around escapism. The daytime community is built around optimizing health and wellness.
Tara Porto, CEO of Enchantrait frames generations.
“People want a connection that adds something to their lives,” says Porto, “not a connection that requires repair.”
For Gen Z, this isn’t even a pivot away from nightlife, as many never built their identity around the party lifestyle. Their social deficiencies centered around organized daytime activities such as group fitness, pickleball, coffee shop brunches, and even farmers markets.
For Millennials and Gen X, it’s all about recalibration. Time and energy have become scarce. Feeling good the next day is more important to these groups than empty satisfaction.
Add hybrid work schedules, wearable technology, quantified health, and transparency around mental health and shift schedules. Brain fog now has a measurable cost. Sleep scores don’t lie.
Do consumers buy the function, or the identity?
Alternative drinks market adaptogens, nootropics, low doses of THC, functional mushrooms, little or no alcohol. But do consumers prioritize ingredients or image?
All three experts agree: it’s both.
“I believe consumers operate with more guiding insight than clinical insight,” Ashton explains. “Movements like Dry January or Sober October create behavioral momentum first. Education follows.”
Porto is blunt: “Most consumers don’t evaluate doses or mechanisms. They respond to signals.”
Terms such as “functional” and “adaptogenic” often serve as cultural shorthand for healthcare alignment. Hardcore fitness enthusiasts can read the labels and evaluate efficacy. The broader market buys identity first.
Especially in performance communities, what you drink communicates discipline, self-control, and alignment. The ingredients validate the choices, but the identity drives the behavior.
Fochtman sees the same arc playing out as years ago with electrolytes.
“Functionality brings them in. Identity keeps them there,” he says.
Drinks have become social signals.
The redistribution of vice
U.S. alcohol consumption has fallen to its lowest level in 90 years, with about 54% of adults reporting drinking, down from 67% just a few years ago. Meanwhile, the wellness market continues to rise estimated at $500 billion.
Is that connection causal?
“We are definitely seeing a redistribution of vice,” says Ashton. “The $15 that once went to a cocktail can now go to a THC seltzer and a recovery session.”
Fochtman agrees. “If alcohol spending decreases, that capital doesn’t disappear. It gets reallocated.”
He sees a crossover to:
- Boutique fitness
- Restoration services
- Supplements
- Performance drinks
- Community-based events
The alt-bev buyer often overlaps with gym members, running club participants, cold plunge users, and retreat participants.
But Porto adds nuance: not everyone who drinks less reinvests in well-being. It depends on why they drank in the first place.
When someone values ritual and taste, substitutes sense meaning. If they value drunkenness, alternatives can feel pointless.
The shift is not just economic. It’s psychological.
AltBev Expo: Experience the future of drinking
As social and wellness behaviors evolve, industry leaders are coming together to shape what comes next.
AltBev Expo brings the alternative beverage movement into one experiential marketplace, designed for brands, makers and consumers exploring the future of drinking.
The event will take place February 27-28, 2026 at the Palm Beach County Convention Center in West Palm BeachThe two-day event will spotlight emerging and established functional beverage brands through sampling experiences, mixology demonstrations, educational panels and networking programming. The expo will spotlight products that include low- and no-alcohol options, THC-infused beverages, adaptogenic formulations and cognitive wellness drinks designed for energy, focus and social performance.
Experiential activations include a 5K partnership, guided fitness classes, yoga sessions and recovery environments such as cold plunge exercises and sauna installations.
The message behind the event is simple: people don’t walk away from drinking.
They are developing it.
Winless period
Alternative drinks do not replace social life. They are redesigning the way we behave on a night out on the town.
The modern consumer does not choose between connection and performance. They choose both.
And in a culture where recovery, clarity and longevity become performance measures, the social drink of the future may not be defined by its alcohol content at all, but by the way it supports what you can achieve the next morning.
For tickets, exhibitor information and event schedules, visit the official AltBev Expo website.
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