I've written several articles about the rise of non-alcoholic (NA) beverages, from Dry January to the "sober curious" movement that's gone from niche to mainstream. While I still enjoy a craft cocktail with my husband once in a while, alcohol rarely fits into my routine. I enjoy alternatives that feel intentional, functional and are crafted with purpose. What I don't enjoy is paying $15 for a mocktail that turns out to be little more than lemonade in a fancy glass.
As Gen Z is drinking less alcohol, they're looking for drinks that they can customize and get excited about. We've seen this across a bunch of different chains, and this trend is just another example of capitalizing on that interest and that buzz and that viral component that these drinks bring.