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

In line with the flex drinking trend, there’s a growing consumer awareness and desire for optionality in alcohol by volume (ABV) levels. This shift reflects a more nuanced approach to alcohol consumption, where individuals are not just choosing between alcoholic

The rise of the term “flex drinking” represents a nuanced shift in beverage choices. Unlike complete abstinence or mindful drinking, which often emphasizes reduced alcohol intake for health reasons, flex drinking is about optionality. It’s for those who enjoy both

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