Hilary Sheinbaum knew she was onto something when she completed her very first dry month back in January 2017.
Though the decision to abstain from alcohol had initially started as a wager with a friend to see who could last 31 days without a sip of wine, beer, or other spirit, the New York writer realized a few weeks in just how good it felt to go dry. She had more energy, she was sleeping better, she was thinking more clearly, and even her skin seemed to be shining a little brighter—so much so that at the end of the month, she decided to continue skipping the booze.
Within a few years, Sheinbaum had not only kept her own dry streak going, but she had also begun spreading its gospel far and wide, publishing her first book, “The Dry Challenge,” in 2020. In the time since, the author has found herself at the forefront of the growing sober-curious trend, whereby more and more people, especially young people, are drinking less or not at all. In fact, some recent studies have shown that as many as 41% of Americans—and more than half of millennials and Gen Zers—are trying to drink less, a significant uptick from even just a few years ago.
Despite the dry movement’s dramatic rise in popularity, however, Sheinbaum couldn’t help but notice one realm where drinking still remained rampant: travel. “When people travel—whether that’s for vacation or for business—alcohol is typically offered or available every step of the way: at the airport, on the flight, on a cruise, at the resort pool/lounge, as a welcome drink, and certainly at every meal (Mimosas, anyone?),” she says. “I’ve traveled during dry January and other dry months, for work, and for leisure, and realized that more often than not, there were pages and pages of wine options at dinner but nothing fun or exciting or sophisticated for anyone who wasn’t drinking for whatever reason.”
Sheinbaum simply couldn’t understand why, in a time when skipping alcohol had become increasingly mainstream and non-alcoholic brands, menus, and bars had popped up seemingly everywhere she looked, booze still seemed to have such a strong hold on travel. “These days, with so much research and myth-debunking about alcohol, it’s hard to deny the detriments that come with drinking, including hangovers, dehydration, and not being as sharp the next day,” she notes. “People want to feel their best and most upbeat while they are paying to be on a nice vacation (and taking time off of work) in an effort to relax. Travelers want to enjoy themselves and unwind without the downsides of drinking booze.”
But “The Dry Challenge” author knew encouragement alone wouldn’t be enough to convince travelers to steer clear of alcohol. “Dry travel [or dry tripping] can be an amazing experience, clear of hangovers, nausea and spins induced by booze,” Sheinbaum says. “Not to mention, there are fewer bad decisions and regrettable actions, and you can save money too—imbibing is expensive!” But just as the introduction of non-alcoholic options at restaurants, bars, and even grocery stores had ultimately helped people drink less at home, she knew it would take the same array of options to keep people drinking less when they were away from home.
With this in mind, Sheinbaum has gone straight to the source, partnering with hotels, airlines, and even airport lounges across the world to help guide and curate their non-alcoholic offerings. Through her non-alcoholic consulting company, GoingDry.co, the author relies on her years of expertise in the sober-curious space and the many relationships she has fostered with its brands and players to ensure travelers have all the options needed to support their dry journeys.
“It’s important for hotels and airlines to offer nonalcoholic beers, wines, and spirits so that their guests can sip sophisticated beverages,” she explains. “In the same way that many restaurant guests show interest in wine pairings, having a non-alcoholic wine option is a great way for nondrinkers to enjoy the same type of experience and hospitality!” Just this year, Sheinbaum has helped the Fairmont Kea Lani in Maui develop a wide-ranging zero-proof menu at its new bar and lounge, Pilina; she has worked with Four Seasons Jackson Hole to add a selection of mocktails and Giesen 0% wines to its menu; and she has collaborated with Four Seasons Resort Rancho Encantado in Santa Fe to introduce a number of non-alcoholic cocktails to its offerings.
The author recognizes that the travel experience is hardly limited to hotels though. That’s why GoingDry.co also works with a handful of brands in other realms of hospitality, including Alaska Airlines and Chase Sapphire Lounges, to offer their patrons the same variety of non-alcoholic choices that they can expect at their final destination. “People start ‘going dry’ all times of the year—it’s not something you have to start on January 1, for Dry January, but they also travel all year-round and do sober months at random points of the year. So, if they’re going dry during their travels, they look forward to seeing non-alcoholic options on menus!” she explains. “When they see NA beers, wines, and cocktails on beverage menus, they feel included and taken care of—and they don’t have to bug the bartender with a beverage request.”
Sheinbaum is proud of the dry and sober-curious movement that “The Dry Challenge” and her latest book, “Going Dry,” have helped to build, and the lives they’ve transformed along the way. But she knows there’s still a long way to go in making the non-alcoholic space accessible to everyone everywhere, and she believes that dry travel is the best place to start. “It’s fun to know that whether you’re traveling to Fairmont Kea Lani in Maui, booking a flight on Alaska Airlines, or hanging out in the Chase Lounge at LaGuardia, there’s a seat at the bar and a menu item that was made with you in mind,” the author says. “Going Dry isn’t about restriction—it’s about the opportunity to experience life, and travel, from a different lense: a sober one.”
This article was originally published on forbes.com.
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