Why No/Low Alcohol Isn't a Trend, But a Cultural Revolution
A trend? No. A generational shift.
No/Low alcohol has often been reduced to a trend . Like a well-marketed hashtag. A casting error. What we have observed in recent years is much more profound: a transformation of customs, mentalities, and social rituals.
We no longer "consume" alcohol: we question it, we contextualize it, we choose it or not. It is no longer a cultural automatism, but one option within a range of possibilities.
And this subtle shift marks one thing: the party has changed face.
Mindful drinking: an inner (and collective) revolution
Mindful drinking , or the art of drinking consciously, is not just about sipping slowly. It's about regaining control of a social automatism and, in doing so, reconfiguring the space of inner freedom.
Choosing an alcohol-free drink isn't saying no to conviviality. It's saying yes to a finer, more intentional pleasure. It's decoupling pleasure from alcohol content and reconnecting it to the sensory experience, the present moment, and quality.
And if it's so appealing, it's because this posture resonates with a generation (or several) seeking alignment: body, mind, lifestyle. And it often starts... with what we put in our glass.
Alcohol: Ancient Totem of a Changing World
In the 80s and 90s, ordering sparkling water at a party was like arriving at a concert with earplugs in. Incongruous.
Today? It's almost a signature .
Why? Because luxury has changed sides. It is no longer measured by ostentation or abandon, but by self-control, conscious aesthetics, and consistent values.
Alcohol, long a symbol of liberation, is gradually becoming a relic of a lifestyle where excess served as panache. Today, lightness comes through other channels. Panache is becoming... more subtle.
Pollen, or the elegance of a conscious choice
This is where Pollen Drinks comes in, as the figurehead of a new liquid refinement. Not a “substitute” for alcohol, another language.
A non-alcoholic spirit that offers a unique experience.
Botanical, complex, worked… Pollen embodies what No/Low can be when you think about it with rigor: an object of desire.
Drinking a glass of Pollen is choosing conscious pleasure, a confident posture, a lifestyle that makes no excuses.
It is embodying another relationship with celebration, elegance, and freedom.
Towards a new art of living
No/Low alcohol is not a fad. It's a reinvention of our cultural codes, at the crossroads of well-being, design, and social connection.
And if this revolution is gentle, it is no less powerful.
The key?
Less noise, more flavor.
Less drunkenness, more presence.
Less pressure, more fun.
And perhaps, in the end… a real inner revolution.
