Extrajoss Ultimate pioneers Indonesia's first 'sober party' movement for Gen Z

As health consciousness grows among Indonesia’s youth, a new kind of nightlife is emerging - one that celebrates energy and connection without the influence of alcohol. Tapping into this shift, Extrajoss Ultimate has introduced Indonesia’s first “sober party” series, drawing a warm reception from Gen Z audiences seeking balance between wellness and fun.

Held at Kopikina Kemang, the inaugural Extrajoss Ultimate sober party featured Elephant Kind DJ Set as the main act, followed by Ultimate sober party Vol. 2 at Kopitagram Ampera with Grind Boys. Designed under the rising “soft clubbing” concept - a movement that blends social connection, music, and mindful living - the event offered a refreshing alternative to conventional nightlife.

The series continues throughout November across popular hangout spots in Jakarta and Bogor, with potential plans to expand into other cities. Upcoming events include Vol. 3 at Warkopolim Bogor featuring Pee Wee Gaskin DJ Set on 15 November, and Vol. 4 at Kaizen Cempaka Putih on 21 November with Ucupop ft. Mentik Wangii.

Don't miss: Jakarta's Car Free Day gets an energy overhaul with Extrajoss Ultimate

Soft clubbing has become an emblem of Gen Z’s evolving social habits - a space for digital detox and authentic connection. Instead of late nights fuelled by alcohol, these gatherings focus on rhythm, conversation, and community. Coffee parties, matcha-and-padel meetups, and wellness-focused gatherings are gaining traction across Indonesia’s urban centres.

Extrajoss Ultimate’s approach aligns seamlessly with this lifestyle shift. By hosting a series of alcohol-free social experiences, the brand underscores its mission to energise a generation that values both vitality and mindfulness. 

“We want to be closer to the younger generation - those full of dreams and passion. To realise those dreams, they need the energy to create good vibes and the focus to live out their dynamic, burnout-free lifestyles,” said Arwin Nugraha Hutasoit, head of marketing at Bintang Toedjoe.

The latest variant, Extrajoss Ultimate, contains green coffee extract - a natural energy source that helps the body stay active and focused. It’s a product crafted for those who want to live fast but stay grounded.

With each new volume, the brand promises heightened excitement and a growing line-up of popular DJs. “Each volume of the Extrajoss Ultimate sober party at every location we visit will only get more exciting and fun, featuring renowned DJs who are currently the talk of the town. Anyone looking to spend their weekend enjoying a different kind of party shouldn’t miss it!” added Hutasoit.

Earlier this year, Extrajoss brought an unexpected burst of excitement to Jakarta’s Car Free Day on 11 May, transforming Sudirman into a moving carnival to launch Extrajoss Ultimate. Marking a bold evolution for the three-decade-old energy drink brand, the event featured a marching band, influencers, BMX riders, and ballerinas parading from Bundaran HI to Gelora Bung Karno, reflecting the brand’s shift from pure stamina to a lifestyle symbol.

Sporting a sleeker canned design and a natural green coffee formula for sustained energy, Extrajoss Ultimate embodies the brand’s move toward a more health-conscious, image-aware generation. The launch event combined fitness and entertainment, featuring a shadow boxing and HIIT session led by Rocca Space, capped with a performance by Juicy Luicy and a dramatic reveal of a giant Extrajoss Ultimate can.

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