"Just Drink Soda"

Pop. Soda. Coke. Whatever you call it, it's no substitute for alcohol.

And yet, when we are asked to reach for an alternative to drinking, there is never a suitable option. For years, we have settled for an uninspired choice so as not to "rock the boat".

But our world is changing. More Gen-Z are choosing not to drink. This generation is quickly being coined "The Sober Generation", with only 18-20% of Americans between the legal drinking age and 28 regularly consuming alcohol. The distribution between types of alcohol, such as beer, wine, spirits, and hard seltzer, is also the smallest across Gen-Z drinkers.

It's clear that Gen-Z has a more nuanced perspective of drinking than what carbonated soda can provide. So, how can we enhance the experience for everyone? Refraction is looking to contribute to this momentum with several key thoughts in mind.

Creating an experience. Imagine this: You watch the bartender carefully mix your drink, combining high-end syrups with fresh, natural flavors. They tip the syrup into the shaker, and then strain your cocktail - wait, mocktail? - into a cup rimmed with gold.

This experience is no longer limited to just your imagination, because Refraction is dedicated to building community and bringing excitement to every event, a far cry from flat soda.

Designing a menu. Take a look at the back of the can of pop, and you'll see everything from artificial sugars to excessive amounts of phosphoric acid, elements that can be good for your body in small amounts but lead to long-term health problems when consumed in excess... excess like what's in your coke.

Refraction mocktails have nothing extra, with amounts measured right in front of you. In fact, your bartender can list the drink's ingredients on their fingers.

Supporting local. Whatever you may think of soda brands in recent years, hearing news on everything from mass plastic pollution to controversial vending machines, you've been stuck drinking it without another option.

You'll never see that with Refraction, where every interaction matters, and your voice continues to impact how we do business. Refraction is working to ensure that our services can support the organizations that help Alabama to thrive.

Move along, soda - there's a new drink in town, one that's looking to be a real addition alongside alcohol.

Click here to learn more about how alcohol consumption by generation has evolved,

and click here to see how too much phosphoric acid can harm your health.