Part 3/11:
This shift is partly driven by cultural and health considerations. For younger consumers, alcohol is increasingly viewed as unnecessary or even undesirable, partly due to health concerns and a desire for sobriety. Neon mentions the rise in sales of zero-proof spirit sales, which have surged 22% in the past year and are projected to become a billion-dollar market by 2025. These alternatives offer a social experience without the risks associated with alcohol, appealing to a generation that values health and safety.