The role of alcohol in professional settings is evolving, with a growing trend towards sobriety and non-alcoholic alternatives, particularly among younger generations. This shift is evident in both Denmark and the United States, as individuals increasingly prioritize networking and career advancement over traditional alcohol-fueled social interactions.

Adam Holm, co-founder of the production company Blonde Inc., has observed firsthand how alcohol can influence business relationships. He acknowledges that getting drunk with people has often made it easier to do business with them later, a pattern that has been consistent throughout his career.

However, Holm has recently expanded his company to New York, where he has encountered a burgeoning “sober curious” movement. This movement is characterized by an increasing interest in non-alcoholic beverages and a more strategic approach to networking. Unlike in Denmark, where abstaining from alcohol may be met with pressure to drink, in New York, many people are opting for alcohol-free alternatives or alternating between alcoholic and non-alcoholic drinks throughout the evening.

This shift reflects a broader trend among younger generations, who are drinking less alcohol than their predecessors. Sales of non-alcoholic beer, wine, and spirits are on the rise globally, with breweries and cocktail bars investing heavily in creating high-quality alternatives. In New York, the legalization of cannabis and the availability of psychedelic drugs may also be contributing to the changing attitudes towards alcohol.