Culture Council: Rethinking Buzz: Why Sober CA Picks Cannabis Over Cocktails

In recent years, a transformative cultural shift has been brewing — pun intended. Gone are the days when a cold beer or a glass of wine were the only socially acceptable ways to unwind. Enter the ‘Sober CA’ movement: a rising tide of consumers, organizations and brands advocating for cannabis as a healthier, more mindful alternative to alcohol. This seismic shift is more than just a trend; it’s a reflection of a collective yearning for wellness, community and a more balanced lifestyle.

The term “Sober CA” encapsulates more than just the choice of cannabis over alcohol; it embodies a lifestyle shift. The idea is to be more present and health-conscious, whether you’re socializing, dealing with stress or just enjoying a Friday night. Alcohol’s long-standing grip on recreational and social scenes is being questioned, as more and more people seek alternatives that offer relaxation without the hangover or other long-term health risks associated with alcohol.

It’s no secret that excessive alcohol consumption comes with a laundry list of health issues — liver disease, high blood pressure and increased risk of certain cancers, to name a few. In contrast, emerging research on cannabis suggests various health benefits, from anti-inflammatory properties to potential anxiety relief. Plus, cannabis doesn’t come with that dreaded hangover.

Gen Z is leading a health-conscious movement in the U.S., shifting from alcohol to cannabis, as noted by Kelly Coyne of D4 Investments. Data shows cannabis use leads to better health outcomes, challenging conventional drinking habits. It’s not only about abstinence; many are trying ‘sober curiosity,’ with 20% joining initiatives like Sober January. This change focuses on boosting productivity and lessening depression and ‘hangxiety.’ Growing, this movement is leading cannabis brands to support a healthier, mindful lifestyle in line with a generation redefining recreation and wellness.

In the last several months of researching the sober CA movement, I’ve had the chance to meet leaders in the cannabis industry and see how companies can align themselves with social changes.

Cream of the Crop (Talarya Brands)

Cream of the Crop by Talarya Brands is pushing for excellence within the cannabis market. This brand prides itself on uncompromised quality, while offering a range of flowers and concentrates. As a result, it has found alignment with the rising ‘Sober CA’ trend. They do this, in part, with their commitment to product superiority and a holistic lifestyle, which resonates with a diverse customer demographic, from wellness-focused millennials to experiential boomers. As consumers value quality, the brand offers an option to fit this growing preference.

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Jeeter

Jeeter is redefining the sober CA movement, transcending its roots as the top pre-roll brand in the U.S. to become a symbol of a lifestyle revolution. Since its 2019 inception, Jeeter has sought to capture the cultural zeitgeist by connecting with high-profile enthusiasts like Dwyane Wade and resonating deeply within the cannabis community in California, Arizona and Michigan. As a company, it aims to embody a 360-degree lifestyle experience. Its leaders aim to showcase cannabis as a sophisticated lifestyle choice through events like the ‘High Dining’ experience, aligning themselves with the sober CA movement’s ethos of mindful indulgence. Combining cannabis and immersive cultural experiences shows Jeeter is more interested in a future where cannabis is an integral part of a balanced, fulfilling life. 

Ember Valley

Ember Valley stands out in California’s cannabis landscape, renowned for its expansive selection of premium strains and commitment to excellence. Its leader is committed to fostering a culture centered around health and wellness within the brand. In the market, Ember Valley aims to offer an extensive variety that caters to a breadth of preferences, ensuring that every consumer finds a product that resonates with their individual needs. This commitment to choice and quality has positioned Ember Valley as a pivotal player in the burgeoning ‘Sober CA’ movement, as they offer a compelling alternative to traditional social lubricants like alcohol. All the while, the company advocates for a future where quality, health and variety lead the cannabis experience in California and beyond.

The ‘Sober CA’ wave is more than a cultural pivot — it’s a clarion call for cannabis execs to innovate and integrate wellness into their business model.

The Sober CA movement provides a roadmap for how cannabis companies can not only thrive but also contribute to meaningful social change. By aligning products with wellness, engaging communities, taking on social responsibilities and catering to a diverse consumer base, executives can drive both growth and positive impact.

As the green wave continues to swell, there’s a unique opportunity for business leaders in the cannabis sector to ride it all the way to the shore — building not just profitable businesses, but healthier, happier communities along the way.