The bottom line: Alcohol free ski holidays reflect a wider shift towards experiences that prioritise mental health, physical safety, and sustained well being over short term indulgence. By reducing alcohol related injury risk and supporting clarity, rest, and recovery, this model aligns leisure travel more closely with preventive healthcare principles. For public health and workplace practice, the rise of sober retreats signals demand for environments that support healthier norms without sacrificing social connection or performance.
In the heart of the French Alps, Méribel is known for its lively après-ski scene, but a new kind of winter holiday is on the horizon. Soberski, founded by Ben Coombes, will offer alcohol-free ski weeks starting in January 2026, with bookings opening in July 2025. The company aims to provide a hangover-free alpine experience that combines world-class skiing with wellness practices. Soberski is tapping into the growing popularity of sober travel and dry-January culture, particularly among Generation Z.
“The Alps in winter are intoxicating enough without a spike of overpriced alcohol,” says Coombes. “It’s not about deprivation, but making the most of the week.” Soberski’s guests will have the opportunity to explore 600km of pistes across the Three Valleys with a clear head each day. The company highlights cost savings from avoiding expensive bar tabs and a reduced risk of skiing injuries related to alcohol consumption.
The one-week holidays run from Saturday to Saturday and start at £1,250 per person, based on two sharing a double room. Guests will stay for seven nights in a luxury chalet with a sauna, hot tub, and cold plunge pool. The chalets accommodate between eight and fourteen people, with smaller private chalets available on request. The package includes daily breakfast, afternoon tea, dinner on five evenings, unlimited alcohol-free drinks, daily yoga or meditation sessions, and a one-hour massage per person. A curated welcome pack is also included. Flights and transfers are not part of the package, but individual bookings are accepted with a supplement for private rooms.
Soberski also offers corporate retreats designed as an alternative to the traditional work trip. These retreats include mindset coaching and wellness workshops led by life coaches to promote introspection, communication, and team-building. “The hangover-less work trip just arrived,” Coombes says.
Méribel provides the ideal backdrop for Soberski’s vision. The resort offers 150km of local pistes and access to 600km across the Three Valleys, catering to all levels of skiers. Its Famille Plus accreditation ensures family-friendly amenities. Soberski’s holidays provide a fresh perspective on alpine breaks, set against a location famous for its vibrant social scene.
A 2024 survey by Drinkaware found that 26% of adults under 35 planned to reduce alcohol consumption, motivated by health and clarity. Companies like We Are Wellness have reported a 30% increase in alcohol-free retreat bookings since 2022. Soberski’s focus on yoga, meditation, and bespoke ski itineraries positions it to meet this growing demand.
Coombes, who previously worked ski seasons in Méribel, created Soberski after witnessing the excesses of the local culture. His goal is to offer a lifestyle reset for sober-curious skiers.
