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Sober curious

As young consumers drink less, brands and bars offer more and better alternatives

by Savannah Maher
Mar 5, 2024
Gen Z and millenial consumers are less interested in alcohol. And it's not a bad time to be sober or sober curious.
The market for non-alcoholic alternatives has seen consistent double-digit growth over the last five years and exceeded half a billion dollars in 2023, NielsenIQ found.
Vincenzo Pinto/AFP via Getty Images
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