'I don’t drink because I don’t like the effects of alcohol, but I like being social,' said Lively.
have had a significant impact in popularizing the idea of a sober, or at least sober-curious, lifestyle."What it does for people is give them a label that they can use as a shield. It’s an excuse not to drink because it’s still expected by default that people will be drinking alcohol," she said."Meantime, something like 66% of millennials are trying to cut down on their drinking.
Frustrated in her search for tantalizing but zero-proof drinks, Masarin found a potential business opportunity."Because there was so little supply, there was no demand. Things are changing really quickly but five years ago when you're opting out of drinking at dinner, there's a lot of pressure: 'You're so boring, just have one drink.' I hope that soon, pushing an alcoholic drink will be like pushing a cigarette on someone, where it's just not socially acceptable.
Having felt excluded from drinking culture, many purveyors of nonalcoholic drinks now make it a point to be as inclusive as possible."There's a spectrum of betterness that goes in a bunch of different directions and this is one of them," Masarin said."People often tell us when they stop drinking, they have a renewed compassion for vegan people, because you get the same questioning.
"There was a night back in 2012 where I had 20 cocktails. I wasn't even hungover the next day. Alcohol had so acclimatized in my system that I wasn't even— I was a little foggy. I should've been wrecked the next day. That's when the tinkering began. There are 75 million American adults who don't drink at all, and the top 10% of drinkers drink 75% of the alcohol. I was in that 10%." Wiseman was freaked out enough to start cutting back.
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