Alcohol consumption is changing rapidly across the Netherlands. Consumers are drinking less, choosing quality over quantity and exploring entirely new ways to enjoy social occasions. From the rise of Sober Curious lifestyles to premium mocktails and the emergence of FEELABLES, 2026 is shaping up to be a defining year for the future of drinking culture.

Summary

• Dutch consumers are drinking less alcohol than previous generations.
• Sober Curious is becoming a mainstream lifestyle choice.
• Premium mocktails are replacing traditional cocktails in many settings.
• Consumers increasingly seek experiences rather than intoxication.
• FEELABLES may become one of the next major beverage categories.Why the Haitian Mule Is Different From Other Mocktails

Trend 1: The Rise of Sober Curious

• More consumers are consciously reducing alcohol.
• Health and wellbeing influence drinking habits.
• Drinking less no longer feels restrictive.

The term Sober Curious has evolved from a niche movement into a mainstream lifestyle trend. Across the Netherlands, more consumers are questioning their relationship with alcohol and making more intentional choices about when and why they drink.

Unlike complete sobriety, Sober Curious is not about strict rules. It is about awareness. Consumers may still enjoy a drink occasionally, but they are becoming increasingly selective about the moments that truly justify it.

This trend is especially visible among younger generations. Many Gen Z consumers are prioritising wellbeing, energy levels, fitness and mental clarity. They want to enjoy social occasions without automatically reaching for alcohol.

At the same time, attitudes toward drinking are changing. Choosing not to drink is becoming socially accepted and often respected. The pressure to participate in drinking culture is decreasing, creating space for new habits and new categories.

For brands and retailers, this represents a major shift. The future is no longer about convincing consumers to drink more. It is about offering better options for different occasions.

Trend 2: Premium Mocktails Take Centre Stage

• Alcohol-free drinks are becoming more sophisticated.
• Presentation matters as much as flavour.
• Consumers expect more than a soft drink.

One of the biggest winners of the No & Low movement is the premium mocktail. What was once considered a compromise has become a category in its own right.

Bars, restaurants and beach clubs across Europe are investing heavily in alcohol-free menus. Consumers increasingly expect creative drinks that deliver flavour, complexity and visual appeal without relying on alcohol.

The modern mocktail is no longer just fruit juice mixed with sparkling water. Today’s recipes incorporate botanical extracts, teas, spices, herbs and unexpected ingredients inspired by fine dining and cocktail culture.

The presentation has evolved as well. Oversized glassware, premium garnishes and carefully designed serves have become part of the experience. Consumers want a drink that feels special.

This shift highlights an important trend: people are not simply looking to remove alcohol. They are looking to replace the entire experience. The most successful brands understand that social rituals remain important, regardless of what is inside the glass.

Trend 3: Consumers Want More Than Alcohol-Free

• Removing alcohol solves only part of the problem.
• Experience matters more than ever.
• Consumers are looking for something new.

While mocktails continue to grow, they also reveal an important insight. Many consumers are not simply looking for alcohol-free alternatives. They are looking for alternatives that still feel exciting.

People still want to celebrate. They still want memorable nights, summer afternoons, rooftop gatherings and spontaneous moments with friends. The desire for connection has not disappeared simply because drinking habits are changing.

This creates a challenge for the beverage industry. Traditional soft drinks often feel too ordinary. Alcohol-free alternatives sometimes lack the ritual and excitement consumers associate with social occasions.

As a result, entirely new categories are beginning to emerge. These categories focus less on what is removed and more on what is added. Atmosphere, participation, flavour and social experience are becoming central themes.

Consumers increasingly want drinks that contribute to the occasion itself. The future of drinking may not be defined by alcohol versus alcohol-free, but by which products create the most memorable experiences.

Trend 4: The Emergence of FEELABLES

• Experience is becoming the new priority.
• Consumers want to feel part of the moment.
• New categories are entering the market.

One of the most interesting developments in 2026 is the emergence of FEELABLES.

Unlike traditional alcohol-free drinks, FEELABLES focus on the social experience itself. The category is built around the idea that people do not necessarily want less life. They want more of it.

Consumers increasingly seek products that allow them to remain present, engaged and connected during social occasions. Rather than focusing on intoxication, FEELABLES focus on atmosphere, ritual and participation.

This trend aligns perfectly with broader shifts in consumer behaviour. People want flexibility. They want energy the next morning. They want to maintain active lifestyles while still enjoying evenings with friends.

Brands such as VOODOO are helping explore what this category could become. Rather than positioning themselves solely as alcohol alternatives, they are part of a larger conversation about how people choose to experience social occasions in the future.

Discover more about the category on the VOODOO Home Page.

Trend 5: The Future of Social Drinking

• Social rituals remain important.
• Drinking culture continues to evolve.Experience is becoming the new currency.

The future of social drinking is unlikely to revolve around alcohol alone. Consumers increasingly want freedom to choose different experiences for different occasions.

Some evenings may still include wine, beer or cocktails. Other occasions may involve premium mocktails, botanical drinks or emerging categories such as FEELABLES. The common theme is choice.

What matters most is that consumers no longer see drinking as the centre of the occasion. Instead, the experience itself becomes the focus. People want to connect, celebrate and create memories without feeling limited by traditional expectations.

For brands, retailers and hospitality businesses, this represents a major opportunity. The companies that understand this shift will be best positioned to meet the needs of modern consumers.

2026 is shaping up to be the year that social drinking becomes more diverse, more creative and more experience-driven than ever before.

Conclusion

Alcohol trends in 2026 are about much more than drinking less. Consumers are seeking better experiences, greater flexibility and new ways to enjoy social occasions.

The rise of Sober Curious lifestyles, premium mocktails and emerging categories such as FEELABLES shows that the future is not simply alcohol-free. It is experience-first.

The question is no longer:

“How can I drink less alcohol?”

The question is becoming:

“How can I enjoy more of the moment?”