Why Alcohol Companies Are Betting on Non-Alcoholic ‘Booze’

by Marie Rodriguez

It’s a Wednesday night in Brooklyn, NY, and bars are useless. Tea-candle-dotted tables sit down empty, watching for a happy hour rush that isn’t. But tucked away on a side road, hours earlier than the middle of the night ultimate time, a bar called Getaway hums with the pastime. Metal straws clink towards the ice, and cocktail shakers rattle the consumers’ stomachs as much as the marble bar. A lady sparkling out of work reads and nurses a drink at a corner table. An early-thirties couple chats over a pre-dinner beverage, maintaining palms inside the flattering dim lights.

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This is New York City’s first permanent booze-loose bar, and no one is ingesting alcohol. Sam Thonis, 31, ends his career in video production to open Getaway in April. Thonis isn’t sober. However, his brother gives up drinking—and as soon as he does, Thonis observes it becomes warfare to locate locations to hang around. At a bar, “you could sit down there, chat with the bartender or the man or woman next to you. It’s a social vicinity; the alcohol nearly seems secondary,” Thomas says. “We are just presenting something people need: a social experience without alcohol.” However, this declined percentage of sales numbers said the bar is always crowded sufficiently that shoppers can’t find a seat.

The trend of millennials cutting return on alcohol has been nicely documented. “Millennials Are Sick of Drinking,” The Atlantic proclaimed in April, only some days after Vox anticipated that we’d all be listening to loads extra about the “sober curious” motion. And it’s now not most effective a generational fad: About 1/2 of U.S. Adults (and two-thirds of those ages 21 to 34) say they’re seeking to drink less, in line with facts from marketplace studies company Nielsen.

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