In the NBC sitcom “Parks and Recreation,” Pawnee city manager Chris Traeger (played by Rob Lowe) is optimistic, energetic and extremely health-conscious. Oftentimes, the character compares his body to a microchip and says that a grain of sand could destroy it, as he is very meticulous in his wellness habits. As a part of his healthfulness journey, Chris rarely drinks. Playing a character who is passionate about health and wellness must have come naturally to someone like Lowe, who is healthy and has been sober for more than 30 years.
Although many consumers lean toward non-alcohol or low alcohol content beverages for a variety of reasons, trends like “Dry January,” on top of the usual health-related New Year’s resolutions, often contribute to a rise in the sober-curious movement, as Caleb Bryant calls it.