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Move Over Gen Z: How Midlife Moderators are Changing the Drinking Game
"While Gen Z is lauded as the sober curious generation, they're not alone. 56% of UK adults in 2024 are actively cutting back on alcohol, up 50% from 2023. For Gen X and older millennials, it's about health, longevity and energy. We have the financial power to support this category, spending on premium alcohol-free alternatives that give us the experiences we've come to love."

Denise Hamilton-Mace
May 25 min read


What my 4-year-old taught me about sober curious birthdays
I remember when my birthday celebrations used to last 3-days as well. Well, I say remember, what I mean is I remember them in theory...

Denise Hamilton-Mace
Dec 4, 20233 min read
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