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This January, Birmingham’s Bullring is taking a refreshing step towards the growing sober-curiosity movement. Partnering with Exhale Conscious Bar, known for its innovative approach to alcohol-free beverages, Bullring will host a unique pop-up bar in collaboration with Exhale Conscious Bar from 20th January to 26th January 2025. Shoppers will have the chance to enjoy a variety of drinks, including lion’s mane beer and tonic elixirs, all while exploring the sobriety.

Sober-curiosity has rapidly evolved from a niche lifestyle choice to a mainstream cultural movement. With a significant focus on well-being and mindful living, this shift is particularly evident among younger generations. A substantial 34% of Gen Z individuals now identify as non-drinkers, reflecting a profound change in attitudes towards casual alcohol consumption.

Unlike previous generations, Gen Z is redefining social norms by seeking out innovative, health-conscious alternatives that align with their values. This trend has contributed to a steady decline in alcohol consumption overall, with statistics showing that only 15% of Gen Z drink alcohol weekly, compared to 28% of Millennials and 36% of Gen X.

Bullring’s collaboration with Exhale Conscious Bar taps into this growing change in opinion on alcohol-free options. Exhale is celebrated for its creative, well-being-focused beverages, offering an array of unique drinks that cater to the sober-curious audience. The pop-up menu will feature lion’s mane beer, a non-alcoholic craft beer infused with cognitive-boosting lion’s mane mushrooms, alongside invigorating tonic elixirs and mocktails reimagined for a contemporary, alcohol-free experience.

Beyond the Exhale Conscious Bar pop-up, Bullring already houses many options for visitors to enjoy interesting experiences alcohol-free. From immersive activities at TOCA Social and competitive bowling at Lane7 to the incredibly fun Treetop Adventure Golf, the Bullring offers a wealth of exciting sober-friendly experiences.

Hosting this event during Dry January, Bullring showcases its mission to provide a safe, accessible and culturally sensitive retail destination for the region and beyond. For shoppers, the Exhale Conscious Bar pop-up is not just an opportunity to explore an emerging market but also a chance to engage with a cultural shift towards healthier, happier lifestyles.

Whether you’re a dedicated teetotaller, taking part in Dry January, or simply curious about alcohol-free alternatives, this collaboration offers something for everyone. Visit Bullring from 20th January to 26th January 2025 to discover the future of social drinking - and toast to a new year of mindful choices.

The Exhale Conscious Bar pop-up will be available at Bullring from January 20th-26th, see the Bullring social media for more information.

Bullring to embrace sober-curiosity with exciting collaboration with Exhale