Amy Snook possesses an extensive knowledge about wine that surpasses that of an ordinary globetrotter. Hailing from California, she presently resides in Portugal’s Douro Valley and her significant other is engaged in the wine business. Snook has journeyed to 47 countries, many revered for their wine culture. However, it was seven years ago during her visit to Mendoza, a wine-producing area at the base of the Andes in Argentina, that she chose to forgo alcohol—a choice she would uphold in subsequent travels.

“Traveling such a long distance to Argentina and only staying for 10 days influenced my decision,” mentioned Snook, a 34-year-old publishing expert. “Understanding the impact of alcohol on my body, I decided to focus on feeling great each day rather than coping with hangovers.”

While in Mendoza, Snook cycled between vineyards, enjoyed the stunning views, indulged in spa treatments, and interacted with sommeliers and winemakers. These experiences left her with a newfound respect for sustainable and regenerative farming practices.

“There’s an inevitable question when you mention not drinking: ‘Why visit a wine region of all places?'” she explained. “For me, it’s perfectly logical since these areas offer everything luxury travel entails—wellness facilities, gorgeous landscapes, and exquisite cuisine.”

With 41 percent of Americans aiming to cut down on their alcohol consumption, a consumer sentiment analysis by NCSolutions in January highlights a growing trend: the adoption of sober-curious or mindful drinking habits. Sober travel, while not a novel idea, is gaining renewed interest, especially among the younger demographics, prompting significant changes in the wine industry. The 2024 State of the U.S. Wine Industry report, prepared by wine-business analyst Rob McMillan, indicates that 52 percent of consumers aged 21 to 34 think that drinking alcohol, even sparingly, can be harmful to health.

This shift is transforming how travelers engage with top-tier wine regions such as Sonoma County in California, Tuscany in Italy, and Mendoza. These areas, known for their mild weather, long growing seasons, fertile lands, rich histories and stunning landscapes, are diversifying their attractions to appeal to both drinkers and non-drinkers alike.

The following highlights some establishments like restaurants, tour operators, and wineries in these areas that are adapting their services to welcome those who are sober-cured and accommodate diverse traveler needs.

If wine is considered a unique reflection of its terrain, capturing the essence of its earth, climate, and the detailed labor of its producers, is it possible to appreciate this connection without partaking in wine drinking?

At Cyrus, a Michelin-starred culinary gem in Geyserville, California, culinary excellence is paramount. In expansive Sonoma County, which is twice the size of its neighbor Napa, there is a strategic commitment to maintaining a diversified usage of its lands, fostering both grapevining and agriculture. Douglas Keane, the chef and proprietor of Cyrus, prides himself on utilizing local harvests by sourcing ingredients from local farms and providers. Ingredients such as Crosnes from the gardens at Alexander Valley Vineyards, yuzu and finger limes from citrus cultivator David Levine, and dairy products from Andante Dairy have graced Cyrus’ menu.

The offerings at Cyrus also include Kally, a non-alcoholic beverage alternative crafted from organic housemade verjuice and ingredients from Northern California. Kally is popular in over 15 Michelin-starred dining establishments, featuring varieties like Early Chardonnay, which exhibits a crisp and lively profile with evolving flavors, the tart and zestful Golden Sparkler with overtones of jasmine and citrus, and a floral Rosé Sparkler with nuances of strawberry and hibiscus.

“The aim is to provide exact non-alcoholic pairings for dishes that have been designed to accompany sophisticated beverages, not merely carbonated water,” explained Scott Mitic, the co-creator of Kyal along with his wife, Katie.

According to Scott, patrons value the availability of such options, and he shared that many of Kally’s most devoted consumers are, in fact, wine aficionados. “We are not endorsing abstinence, but rather moderation,” he remarked.

Cyrus Schultz, the wine director and sommelier at Cyrus, is dedicated to crafting beverages that ensure sober guests feel as celebrated, if not more, than those who partake in alcoholic wine pairings. His unique nonalcoholic offerings include an effervescent Rosé Champagne made from coconut, white sesame, cherry blossom, and lime, alongside an Apple Martini that blends the sweetness of pink lady apples with the rich flavors of fennel and mint olive oil.

“Our goal isn’t merely to replicate alcoholic beverages but to approach these pairings with the same care a chef would apply to a menu—considering different textures, temperatures, and flavors,” Schultz explained.

This initiative extends beyond his own establishment. According to Chris Vomvolakis, senior manager of consumer public relations at Sonoma County Tourism, the movement is gaining momentum across bars, restaurants, and wineries throughout the area.

In Healdsburg, a new Mocktail Trail featuring eight restaurants has been established, and Meadowcroft Wines in Sonoma offers a collection of innovative zero-alcohol cocktails. David Messerli, the winery’s marketing and strategy director, encourages visitors to explore the aromas, flavors, and subtleties of these drinks as one would with traditional wines.

“We recognized a need to better cater to guests who don’t drink alcohol,” he explained. “Everyone has their reasons for not drinking, and it’s important that they don’t feel left out because of it.”

Known for its vibrant malbec wines and breathtaking views of the Andes, Mendoza has traditionally been associated with opulence. Recently, however, there’s been a noticeable rise in demand for alcohol-free experiences. “Over the past few years, there’s been a clear increase in the number of guests requesting options without alcohol,” stated Victoria Stiles, sales manager at Cavthem Wine Lodge. This exquisite hotel, nestled in a sprawling 55-acre vineyard, offers just 18 luxurious rooms.

While wine is a central feature at Cavas, the lodge provides a range of alternative activities. Guests have the opportunity to indulge in spa treatments that incorporate local vine and grape-seed, practice yoga on a private terrace with views of the Andes and vineyards, or embark on day-long hikes to Aconcagua Provincial Park—known for its challenging terrain and as the location of Mount Aconcagua, the tallest mountain in South America.

Emphasizing inclusivity, Wild Terrains, a certified B-Corp that creates travel experiences specifically for women, has dedicated three days out of a 10-day itinerary to be alcohol-free in Mendoza. The tour features visits to female-led enterprises and includes accommodation at Entre Cielos, horseback riding through the Andean foothills, a locally-sourced asado at Estancia Los Chulengos, and an exclusive dinner at the Michelin-starred Zonda Cocina de Paisaje. This dining experience is enhanced with unique mocktails that incorporate flavors such as lemon verbena, beets, and burro, a local herb renowned for its use in digestive teas.

“Our journey in Mendoza is centered around the pioneering work of female winemakers who are challenging norms in a sector traditionally dominated by men,” stated Lauren Bates, the founder of Wild Terrains. “Although our itinerary features wine tastings, it’s important to us that non-drinking travelers also feel genuinely welcomed and catered to.”

“While the dining experience at our vineyard primarily showcases our wines, we ensure that it remains enjoyable for those who prefer not to drink,” mentioned Sofia Pescarmona, who runs Bodega Lagarde vineyard and Zonda Cocina de Paisaje.

“We are committed to providing a top-tier experience for non-drinkers by focusing on the other quality seasonal produce from our farm,” she added.

Tasting wines is a hallmark of luxury, particularly in the lush regions of Tuscany, where one can enjoy endless sips of Chianti, Brunello di Montalcino, and Vino Nobile di Montepulciano. Salvatore Ferragamo Jr., the CEO of Il Borro wine estate and descendant of the renowned designer, also suggests finding alternative pleasures.

“The olive harvests in the autumn produce the region’s spicy, piquant ‘green gold,'” Ferragamo said.

Il Borro, located in Tuscany’s Valdarno, is a beautifully restored medieval village that features 58 suites, three holiday villas, two eateries, stables, along with active vineyards and olive groves. Olive oil production was initiated in 1996, revitalizing long-abandoned olive varieties such as Frantoio, Moraiolo, and Leccino. Now, visitors can explore approximately 80 acres of organic groves and participate in tastings of two unique olive oils – one being full-bodied with floral, fruity, and grassy notes, and the other strong, peppery, and intense.

Another venture, Tuscan Organic Tours, provides comprehensive daylong excursions focused on local wine and olive oil, but also covers other vital agricultural products. These enjoyable tours, which include private transport, allow participants to taste and explore items like Pecorino di Pienza, a top Italian cheese, as well as saffron and fresh pastas, featuring visits to organic farms, lunches, tastings, and hands-on opportunities such as cheese making and saffron collection.

Chitnis is a freelance writer. This article appeared in The New York Times.