Meet the Sober Summer Set, a vibrant, values-driven audience rewriting the rules of socializing. These mostly single Millennials and Gen Zers are skipping the booze—not the fun—fueling a growing market for non-alcoholic alternatives. Health-conscious and tech-savvy, they fill their carts via Target, TikTok, and Walmart apps, plan fitness-fueled vacations, and crave retail therapy after a solid gym session. With strong ties to wellness culture and adventurous getaways, Sober Summer consumers are redefining what it means to unwind—and marketers are raising a (zero-proof) glass to meet them there.
← Insights
Insight
Sober Summer
Source: https://skydeo.com/insight/sober-summer/
Related Segments
Audience segments related to this insight
Sober Curious
Persona Sober Curious
Mindful consumers exploring low- and no-alcohol lifestyles for healthier choices
CPM: $1.00 Skydeo
Summer Entertainers
Interest Summer Entertainers
People who are likely to be summer entertainers.
CPM: $1.00 Skydeo
Millennial Summer
Persona Millennial Summer
Trendsetting millennials with heavy summer shopping behaviors for the latest seasonal styles and warm-weather must-haves...
CPM: $1.16 Skydeo
Summer
Interests & Hobbies Travel
Individuals interested in summer travel, including researching, planning, or engaging with content related to summer vac...
CPM: $0.95 Skydeo
Summer Travel
Interest Travel
People who have declared an interest in Summer Travel or navigated to pages, read articles, commented on forums, etc. ab...
CPM: $0.95 Skydeo
Sobe
ShoppingGraph CPG Food and Beverage
People who are customers of Sobe Juice. ShoppingGraph segments use deterministic purchase history, interactions and surv...
CPM: $0.92 Skydeo