Sober Curious? Here's Where to Start

You don't need a reason to cut back on drinking. But if you're reading this, you're probably wondering what it actually looks like in practice.

The sober curious movement isn't about labels or rules. It's about questioning your relationship with alcohol and deciding, consciously, how much you want it in your life.

What "Sober Curious" Actually Means

Ruby Warrington coined the term in 2018. It describes people who aren't necessarily addicted to alcohol but are choosing to drink less — or not at all — for health, clarity, or lifestyle reasons. No 12-step program required.

Why Australians Are Going Sober Curious

• Better sleep (alcohol disrupts REM sleep significantly)
• Weight management (alcohol is calorie-dense with zero nutrition)
• Mental health (alcohol is a depressant — counterintuitive but real)
• Fitness goals
• Pregnancy or trying to conceive
• Just wanting to feel better

The Social Part Is the Hard Part

Honestly, this is the main barrier. Not craving alcohol — dealing with social situations where drinking is the default. The fix is having drinks in hand that feel celebratory, not clinical.

That's exactly where Smug AF comes in. Non-alcoholic cocktails that look, feel and taste like the real thing mean you can hold a proper drink at any occasion without explanation.

Where to Start

Try a Mix & Match case — pick 16 from the full range and find your favourites. Or if you know you love Margaritas, the Mixed Margs 16-pack is a solid start.

Shipped Australia-wide. No commitment required — just curiosity.