EASTON, Nj. – One Easton business is seeing the sober trend taking off.
Many people are stocking up on bottles for their New Year’s celebration, but some are switching up their alcohol by entirely taking it out.
“All non-alcoholic,” said Jackie Rueda, the co-owner and founder of Tonic by Green Vida.
The shop on North Fourth Street is Lehigh Valley’s only zero proof bottle shop.
“Some people come in and they’re asking for vodka or you know certain whiskey and we’re like, ‘This is zero proof, everything non-alcoholic,’ and they’ll either be intrigued and look at stuff or they’ll just walk right out and be like, ‘No,’” said Rueda.
Since opening in October of 2024, she says they’ve seen a demand for zero proof, especially in younger generations.
“I think it’s because there’s just more information out there on how alcohol impacts your health, but they still want to drink, they still want something classy, sophisticated, something elevated that they can drink,” she explained.
Many of those waves come during ‘Dry January,’ where those participating take the month off from drinking.
Not drinking alcohol for the month of January may not sound like a long time, but many health benefits come out of it such as clearer skin, better sleep quality, and even losing weight.
“We have spirits that have B12, B vitamins, you know ashwagandha, L-theanine, and actual vitamins that will help you while you’re drinking,” Rueda said.
Putting the spotlight on a healthier lifestyle, she says being sober-curious can help set the tone for 2026.