A burgeoning market for nonalcoholic drinks in recent years has proven that opting out of booze can be cool, whether it’s Dry January or not.
Some of the world’s biggest alcohol brands have bet big on this trend. Diageo’s Guinness 0.0 stouts and Heineken’s 0.0 beer are prime examples. The drinks have been lucrative for the two companies, which have historically built their fortunes offering mainstream beer and liquor.
