Tucson is seeing rise in sober scene among young people

From business owners to college students, “sober-curious” Tucsonans are carving out a social scene that doesn’t circle around alcohol.

Tucson isn’t alone. What’s happening locally fits into a bigger national trend.

All across the country, young people are drinking less than previous generations, creating a “sober-curious” culture boom.

A recent Gallup report showed that alcohol use among adults under 35 is at a decades-long low, dropping from 72% in the early 2000s to roughly 62% today.

Studies from the National Institute on Alcohol Abuse and Alcoholism also show declines in binge drinking among 18- to 25-year-olds. The New York Times, Time and Vox have all reported on the influx of non-alcoholic bars, rise in mocktail brands and Gen Z wellness culture that is ultimately driving a cultural change.

Tyra Combs, co-founder of The Social Spritz, came up with the idea of a non-alcoholic pop-up bar and catering service through personal experiences.

“I was a flight attendant, and in aviation, everything revolved around alcohol,” she said. “Layovers, celebration, it was constant.”

The Social Spritz focuses on alcohol-free drinks made with ingredients like kava and botanical blends.

“Our focus is redefining what it means to celebrate,” Combs said. “Eighty to 90% of what we serve are mocktails. It’s about having options, not restrictions.”

“My business partner and I wanted to find a way to connect without sacrificing our health,” she added.

Combs founded the business in Charlotte, North Carolina, before moving to Arizona last year. She said the reception in Tucson has been better than anticipated.

“People here are open to it,” she said. “We don’t have a huge sober community yet, but it’s growing. You see it at wellness events and yoga pop-ups. The interest is definitely there.”

Combs credits Gen Z’s mindset and openness to change.

“Younger people are more aware of what alcohol does to your body,” she said. “They’re looking for alternatives — not because they don’t want to socialize, but because they want to feel better doing it,” she said.

At the University of Arizona, students are starting to reflect similar mindsets.

Abbey Gamba, a UA senior, shares her sobriety journey on social media in hopes of normalizing what she says is rare among college students and on campus.

“When I was first getting sober, everything I found online was people in their 30s or 40s,” she said. “I didn’t see anyone talking about quitting drinking in college. I wanted to fill that gap.”

Gamba says her decision and mindset shift have changed her daily life for the better.

“You realize how much time you get back,” she said. “You’re not losing days to hangovers. In college, drinking becomes everyone’s hobby. Once I quit, I had to find other outlets — for me, that became fashion and creativity.”

Gamba also mentioned several visible sober spaces in Tucson and even on campus.

“There are groups like Wildcats Anonymous that host alcohol-free tailgates, and I’ve seen more mocktail brands showing up in stores,” she said. “Two years ago, that wasn’t the case.”

Her content has had mostly positive reactions from viewers.

“I was anxious about how people would respond,” she said. “But most are curious — especially when they’re out drinking. I think it makes people reflect a little.”

Wildcats Anonymous hosts casual gatherings throughout the school year — an easy way to get involved and try something different.