From cold plunges to zero-proof cocktails: what Coachella’s wellness wave signals for brands everywhere

Coachella isn’t just a music festival — it’s a mirror. Every year, it reflects where culture is headed next, giving brands a real-world preview of what’s gaining traction with the next generation of consumers. And this year, the message couldn’t have been more clear:

Wellness is no longer a niche. It’s the main stage.

While headliners like Lady Gaga and Travis Scott drew the crowds, what was happening around the music was equally telling. Coachella 2025 featured its largest-ever lineup of wellness-forward experiences, from hydration hubs and non-alcoholic cocktail bars to mental health zones, cold plunges and even a 5k.  

Sober-curious goes mainstream 

One of the most striking shifts is the rise of sober-curious culture — especially among Gen Z. Nearly half of Gen Z has never consumed alcohol, and the $1B non-alcoholic beverage category is booming. At Coachella, that showed up in full force. 

Brands like The New Bar served up curated, zero-proof cocktails, while Electrolit provided hydration stations across the grounds. Far from being a buzzkill, these activations felt energizing and inclusive, reflecting a desire to be fully present and socially connected without the hangover. 

This is wellness without the woo. Less about perfection, more about presence.

Mental health front and center

In another first, the festival introduced “Every One,” a full-scale mental health zone designed for rest, reflection, and access to resources. Whether you needed a break from the crowds or support from trained counselors, the space was a signal that emotional wellbeing is becoming a baseline expectation — not a bonus feature — in youth culture. 

The popularity of these spaces shows that festivals are evolving from pure escapism into places of intentional experience. Gen Z isn’t just seeking a good time, they’re seeking meaning, connection, and care. 

Social media as a trend incubator 

Platforms like Instagram, TikTok, and Snapchat are fueling this shift. They’ve become real-time incubators of wellness culture, where influencers and everyday consumers alike share their favorite non-alcohol alternatives, self-care routines, and festival-ready wellness hacks. For brands, that’s both an opportunity and a challenge. 

How far into low and no-alcohol subcategories should they go before risking the cannibalization of their core portfolios? When does following the trend become a strategic misstep? 

Real-world testing for real-world shifts

At Orchard, we believe these aren’t questions you answer in a survey. They’re answered in the wild. 

Understanding what consumers actually want means observing their real-world behaviors — not just what they claim in surveys. That’s why we offer custom solutions to take your product development from idea to insight, fast. Our approach allows brands to test innovations at scale — with up to one million consumers in just two weeks — and receive a clear, actionable report that breaks down the data without breaking the bank. 

Want to A/B/C/D… to Z test your next concept? No problem. We help uncover what motivates consumers, identify your most promising audiences, and ensure that no signal gets missed. 

Because when culture is moving this fast, you need insights that keep pace. 

What it all means 

Coachella may be a music festival, but it’s also a living lab. And if we’re reading the room right, presence is the new party. From zero-proof cocktails to mental health zones, the cultural signals are clear: this generation wants joy without the hangover and wellness without the hype. 

For marketers, researchers, and brand strategists, the real question is: Are you ready to meet them where they are — and where they’re headed next?