Saturday, June 7th, 2025
Special Edition: Sober Curious Shift? Wellness, Wine, & What’s Changing
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Americans are drinking less—and not just Gen Z. In this episode, we explore the national dip in alcohol sales and what's behind it. Christian Miller of the Wine Market Council shares surprising data on how drinking habits are changing across generations. Then, journalist, author, and founder of goingdry.co Hilary Sheinbaum opens up about why she gave up alcohol and how the rise of sober socializing is shaking up the beverage industry. Whether you're wine-loyal or booze-free, this episode dives into the cultural shift reshaping what—and why—we drink.
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Guest: Christian Miller
Christian Miller is Research Director for the Wine Market Council, a non-profit organization that conducts consumer research on behalf of its members. Members cover the entire industry, ranging from vineyard owners, small and large wineries to importers, wholesalers and retailers,
regional organizations, academic institutions and suppliers to the industry. The WMC produces the longest running large scale tracking survey of wine consumers on a biannual basis, as well as 2-4 in-depth studies each year on specific topics. Christian is also the proprietor of Full Glass Research, which provides market research and
industry analysis for food and beverage producers and marketers. Miller has worked in market research, brand and category management for over two decades, and has marketed wine brands ranging from a few thousand to over a million cases. From 2008 until 2023, he co-directed the UC Davis OIV Wine Marketing course. Mr. Miller holds a BA in Economics from Franklin & Marshall College and an MBA from Cornell
University.
PROMOTION:
Further information on the Wine Market Council may be found at US Wine Market Research and Insights | Wine Market Council .
Further information on Full Glass Research may be found at Full Glass Research .
Guest: Hilary Sheinbaum
Hilary Sheinbaum is a journalist and the founder of goingdry.co , an N.A. events and menu curation company. She is also the author of Going Dry: A Workbook: A Practical Guide to Drinking Less and Living More (Quarto) and The Dry Challenge: How to Lose the Booze for Dry January, Sober October, and Any Other Alcohol-Free Month (HarperCollins), a judgment-free guide to giving up alcohol for a month-long period.
She has been featured extensively in news articles and on broadcast segments including: MarketWatch’s piece on nonalcoholic options on St. Patrick's Day, The New York Times which calls "Ms. Sheinbaum, the Dry January M.V.P.,” The Wall Street Journal in a front page story, Good Morning America in a dry dating segment with Michael Strahan, on NY1 mixing a N.A. cocktail, and discussing Dry January tips on CBS NY, CBS Miami, The Tamron Hall Show, and NBC Streaming. Hilary also regularly appears on Good Morning America’s Instagram and website, making her own N.A. concoctions. Her first TEDx Talk, covering the topic of dry dating, went live in October 2023.
Promotion:
Going Dry: A Workbook - Going Dry: A Workbook: A Practical Guide to Drinking Less and Living More
The Dry Challenge - The Dry Challenge: How to Lose the Booze for Dry January, Sober October, and Any Other Alcohol-Free Month
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