Visibility and impact of the sober curiosity phenomenon in the bars of the South Karelia region
Kiiski, Anu (2023)
Kiiski, Anu
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023120333828
https://urn.fi/URN:NBN:fi:amk-2023120333828
Tiivistelmä
Sober curious is a phenomenon that refers to an increased interest in avoiding or consuming less alcohol. The sober curious phenomenon can be considered a backlash against the traditional drinking and party culture, where the use of alcohol often plays a large role. The phenomenon's popularity is due to people's increased interest in nurturing their own health and well-being. The communal nature of the phenomenon, the change in alcohol trends, and the COVID-19 pandemic can also be considered as a part of the reason for the growing popularity of the sober curious phenomenon.
In this thesis, the visibility of the sober curious phenomenon in the South Karelia region, its effects on the work of bar workers in the region and preparation for the possible popularity of the phenomenon was investigated.
The empirical data used in the study was collected with using semi-structured, individual interviews targeted at experts in the field. The interview material was interpreted using the method of qualitative content analysis.
In the study, based on interviews with nine experts, it was found that there are indications of the visibility of the sober curious phenomenon in the South Karelia region. Visibility was most obvious in bars that were located near accommodation services or in the central area of Lappeenranta. The employees had noticed the increased demand for non-alcoholic drinks both in normal purchasing situations and also in event orders. At workplaces, the phenomenon had been responded to by improving the selection, quality of the products and readiness to prepare of non-alcoholic mocktails. The employees considered the sober curious phenomenon a positive thing and believed in the growth of the phenomenon. However, they were still cautious about preparing for the phenomenon, especially when it came to financial investments.
In this thesis, the visibility of the sober curious phenomenon in the South Karelia region, its effects on the work of bar workers in the region and preparation for the possible popularity of the phenomenon was investigated.
The empirical data used in the study was collected with using semi-structured, individual interviews targeted at experts in the field. The interview material was interpreted using the method of qualitative content analysis.
In the study, based on interviews with nine experts, it was found that there are indications of the visibility of the sober curious phenomenon in the South Karelia region. Visibility was most obvious in bars that were located near accommodation services or in the central area of Lappeenranta. The employees had noticed the increased demand for non-alcoholic drinks both in normal purchasing situations and also in event orders. At workplaces, the phenomenon had been responded to by improving the selection, quality of the products and readiness to prepare of non-alcoholic mocktails. The employees considered the sober curious phenomenon a positive thing and believed in the growth of the phenomenon. However, they were still cautious about preparing for the phenomenon, especially when it came to financial investments.