Sober Curious Or Sober Fooled? Inside The No-Alcohol Gold Rush
The alcohol industry is jumping on the sobriety bandwagon. Winemakers and oenologists are looking to tap into new markets, testing various techniques to remove alcohol from their vintages. Non-alcoholic beers, wines and cocktails are gaining ground: is this a blessing or a trap for those struggling with problematic drinking? What if the industry is simply playing the long game—targeting a lucrative market while potentially grooming new audiences to eventually switch to real alcohol?
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