In Emily in Paris season 4, episode 3, titled “Masquerade,” the show taps into a cultural shift that’s been quietly bubbling up for years—the sober curious movement. In a brainstorming session at her boutique marketing firm, Emily suggests that their wine client, Champére, create a non-alcoholic version of their product. This sparked a conversation about the rise of alcohol-free alternatives and wellness-focused lifestyles. As Emily explains, it’s not just about sobriety; it’s about mindfulness—a shift led by Gen Z and millennials who are redefining their relationship with alcohol.
Naturally, the French scoff, calling Emily’s idea “the antithesis of French culture.” However, for once, I have to admit that Emily is undeniably on-trend. Watching Emily take on the sober curious conversation felt a bit like watching Carrie Bradshaw pose one of her iconic questions.: “In a city that thrives on wine, could Paris ever truly embrace a sober lifestyle?” It’s a question that’s more relevant now than ever. As Emily notes, the rise of mindful drinking is about rethinking our relationship with alcohol.
In a world where non-alcoholic options have expanded beyond your basic soda water or glass of coke, the episode highlights a movement that’s gaining ground, even in the most unexpected places—like the heart of France. A sober curious lifestyle is no longer just for wellness retreats or health-conscious fitness gurus. From Michelin-starred restaurants pairing non-alcoholic beverages with gourmet meals to zero-proof bars popping up in Paris, Emily might be more on-trend than her skeptical coworkers realize. It’s a trend that’s more than a fleeting fashion statement; it’s a reimagining of social norms.
Of course, the irony isn’t lost on us—Emily herself navigating the fine line between pleasure and restraint in a city that invented indulgence. Her attempt to promote a booze-free alternative may seem like an uphill battle and even drew criticism from critics when, halfway through the episode, Emily’s friend Mindy recommends that they “ditch the non-alcoholic drinks for real wine” before barking after the waiter also to send over some shots of tequila. That moment reminded me why I have such a love-hate relationship with the show. They try to make a strong statement, then flip-flop on it in the same episode or a few episodes later. It is an issue with the writer’s room that I was hoping would have been resolved four seasons in.
Since the show has already been renewed for season 5, I hope they can stick to their guns and make a statement. If they want Emily to embrace the sober curious movement and properly learn the niche for her client, do it. If not, don’t get our hopes up and spit in our faces by having Mindy order shots in the same episode and mock the entire movement.
Curated Articles on this topic:
- Emily in Paris Joins the Sober Curious Brand Boom (adweek.com)
- ‘Emily in Paris’ and the NA Movement in France | Wine Enthusiast
- What Is the Sober Curious Movement? (yahoo.com)
- ‘Sober curious’ lifestyle rises in popularity with younger generations: Where to begin the booze-free landscape – Good Morning America
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