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.