All the Fun, Hold the Hangover 🥂🎉
The Sipland Guide to New Year’s Eve
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Just because New Year’s Eve is lit doesn’t mean you have to be too.
With alcohol consumption declining 25% over the past four years and 49% of Gen Z say reducing alcohol will be important to their health in 2026, more people are showing up curious, clear-headed and still fully committed to a good time this New Year’s Eve. The best hosts are adjusting accordingly.
We turned to Molly Fienning, co-founder and CEO of Sipland, to rethink this year’s midnight toast. A consulting agency and cultural platform dedicated to the booming no-, low- and alt-alcohol world, Sipland was built by a team of sober-curious, low-proof-loving creatives and is redefining what modern drinking culture looks like, one intentional pour at a time.
A Charleston-based creative and serial entrepreneur, Fienning’s philosophy is refreshingly simple: drinking doesn’t have to be all or nothing, and celebration should always feel intentional. What follows is her playbook for hosting a New Year’s Eve that feels elevated without being uptight, festive without the pressure and chic enough that no one misses the booze.
