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
Welcome to The Sober Curator’s ultimate hub for SOBER ENTERTAINMENT & EVENTS —a vibrant space where living alcohol-free is anything but boring.
In the TSC Library, explore book reviews across three standout genres: #QUITLIT, Addiction Fiction, Self-Help, and even NA Recipe Book reviews.
On-screen? The Mindful Binge TV series reviews, Movie Night movie reviews, and Recovery Podcastland + Network podcast roundups all use our signature Sobees Scoring System, so you know exactly what’s worth your time.
More ways to get inspired:
- Music: Discover tunes to motivate your sober lifestyle
- Sober Sports: Stay in the loop on active, exciting events
- Sober Events: Find alcohol-free happenings in your community
- Sober Pop Culture & Celebrities: Get the latest buzz on sober stars and trends
From binge-worthy shows to can’t-miss events, this is your go-to destination for entertainment that fits your alcohol-free life.
WALK YOUR TALK: This must-read section is a haven for sober fashionistas, delivering original content from our fabulous Sober Curators – Kate Vitela and Alexandra Nyman. Living a sober life doesn’t need to be dull, and we’re here to smash the stigma surrounding addiction by showcasing that life can indeed be lived to the fullest without alcohol and in fabulous outfits. If you were anything like us in your drinking years, getting dressed to party and the pre-funk that went with that was usually part of the plan. After putting down the bottle(s), we’re even more excited about getting ready for life, and you should be too!
SOBER POP CULTURE at The Sober Curator is where mainstream trends meet the vibrant world of sobriety. We serve up a mix of movie, podcast, fashion, and book recommendations alongside alcohol-free cocktails, celebrity features, and pop culture buzz—all with a sober twist.
We’re here to shatter the “sobriety is boring” myth with a mash-up of 80s neon, 90s hip-hop edge, early 2000s bling, and today’s hottest trends. From celebrity shoutouts to red-carpet style inspo, this is where sober is as chic as it is fun. To the celebs using their platform for good—our Sober Pop Trucker hats are off to you!
