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Sober October, a month when some drinkers give up alcohol for a pre-holidays reset, has been living for years in the shadow of its better-known teetotaler cousin, Dry January.
But that’s changing in 2021 as interest in the movement grows in the U.S., with demand for nonalcoholic beverages up 60% year-over-year through July, per Pattern data. More than half of Americans say they are actively trying to drink less alcohol, a number that shoots to 66% for Gen Z and millennials, according to Nielsen.
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