World

Not Just Sober-Curious, but Neo-Temperate

Updated at 11:11 a.m. ET on January 13, 2025

In 1900, a former schoolteacher named Carrie Nation walked into a bar in Kiowa, Kansas, proclaimed, “Men, I have come to save you from a drunkard’s fate,” and proceeded to hurl bricks and stones at bottles of liquor. The men, interested less in spiritual salvation and more in physical safety, fled to a corner. Nation destroyed three saloons that day, using a billiard ball when she ran out of bricks and rocks, which she called “smashers.” She eventually—and famously—switched to

The original temperance movement’s end result—Prohibition—was more ambitious, and took place at the societal level. Prohibition didn’t make the personal act of drinking illegal, but rather the sale, purchase, and transport of alcohol. After Congress proposed the Eighteenth Amendment in 1917, it allowed seven years for the measure to pass; thanks to widespread enthusiasm, the states ratified it in only 13 months. The amendment and the Volstead Act, the law that enforced it, passed in 1919, and Prohibition officially kicked off in 1920.

In this century, “I don’t think we’re going to have Prohibition again,” Myles said, not least because the sober-curious are not advocating for policy change at this scale. Instead, neo-temperates are shifting social and, yes, moral norms about alcohol by emphasizing its effects on health. They also, crucially, are creating markets for nonalcoholic drinks and spaces. The original temperance movement similarly popularized a number of new beverages, such as sodas and fruit juices. But unlike the modern version, it directly attacked the alcoholic-beverage industry. In 1916, the United States was home to 1,300 breweries that made full-strength beer; 10 years later, they were all gone.

Alcohol consumption, and the deaths associated with it, decreased significantly during Prohibition. But many people continued to buy alcohol illegally or make it themselves. Part of the reason the temperance movement didn’t usher in utopia, Malleck said, is that it failed to recognize how drunkenness could be fueled by still other societal problems, such as low wages or 12-hour workdays in factories where you were liable to lose a limb or have to urinate in a corner. These issues persisted even when alcohol was outlawed. In 1933, during the Great Depression, legislators decided the country needed the economic boost from alcohol sales and repealed Prohibition. President Herbert Hoover called Prohibition a noble experiment, but many historians consider it a failure. Today, about 60 percent of Americans drink, and that figure has held steady for more than four decades.

And yet, over the past several years, signs have appeared that fewer young people are drinking. If bricks and hatchets couldn’t convince Americans to transform their relationship to alcohol, perhaps the promise of finding your best self through phony negronis and nonalcoholic IPAs will.


This article originally misstated Colleen Myles’s title and the name of the Woman’s Christian Temperance Union.


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