The way we think about alcohol is changing. Across the world — and right here at home — more people are beginning to question their relationship with drinking. The rise of the “sober curious” movement is challenging long-held social norms, especially among younger generations who are choosing mindfulness and wellness. New research from IWSR and Euromonitor International shows that South Africa is experiencing a notable shift, with growing demand for low- and no-alcohol beverages; a sign that many are rethinking not just how much they drink, but why they drink at all.

But beyond the stats and trends, there are real personal journeys behind this movement.

We’re joined now by youth activist Ofentse Rabaji, who has been sober for over a year, to share his story - what led him to this decision, the challenges he’s faced, and how choosing sobriety has reshaped his life.