In 2024, the most prominent theme in drinking behavior will be a blurred line between alcoholic and non-alcoholic beverages. Why? Three related trends are converging, research firms are calling for an end to the “non-alc” distinction, and industry visionary Ben

Sobriety is gaining momentum across American campuses, slowly reshaping the traditional narrative of college drinking culture. At institutions like Stanford University, the concept of “equally attractive non-alcoholic beverages” (EANABs) is gaining traction, not just as an alternative but as a

The rise of Ozempic, a medication primarily used for weight loss and diabetes management, is subtly reshaping drinking habits. Recent studies and reports indicate that individuals taking Ozempic experience a significant reduction in alcohol cravings. For example, Morgan Stanley’s AlphaWise

Gone are the days when travel was synonymous with indulging in alcohol. As health consciousness rises and social norms evolve, the non-alc wave is sweeping across the travel industry, redefining the travel experience. From airlines to leading hotel chains, a

Non-alc brands are increasingly visible in sports, with industry giants like Guinness and Heineken leading the way. These brands are leveraging their non-alc variants to sponsor a variety of sporting events, from soccer and rugby to the high-octane world of

In the heart of Silicon Valley, where innovation and disruption are the norms, a new trend has been emerging over the past 12 months: sobriety as a status symbol. This shift is not just about health or wellness; it’s a