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An estimated one in five Americans abstain from drinking alcohol during Dry January, but the booze-free lifestyle trend isn’t just limited to the first month of the year.
According to market research firm Nielsen, 66% of U.S. millennials and 47% of all American consumers 21 and older said they reduced their alcohol consumption in 2019, for health-related reasons and to save money. As the sober-curious lifestyle trend is expected to continue growing in 2020, non-alcoholic or “zero-proof” spirit brands are catching on and providing
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