The insatiable global thirst for no- and low-alcohol alternatives

If a bar or store doesn’t offer non-alcoholic options, they’re missing out. We are reframing how we talk about these offerings. Until recently, alcohol moderation was a fleeting commitment often tied to themed months like Dry January or Sober October. Today, it has evolved to a lifestyle choice, driven largely by the values of Gen Z (those born from 1997) and echoed by other demographics. This shift is rooted not just in health consciousness but also in deeper concerns around mental wellness, social clarity and economic sustainability. Across age groups – Millennials, Gen X and Boomers – more...