Beverage Industry

2 articles

Young adults enjoying a social gathering with a variety of sophisticated non-alcoholic beverages, symbolizing the sober curious trend.

Gen Z's sober curious trend disrupts alcohol market by 2026

In 2024, almost a quarter (24%) of adults in England reported not drinking alcohol, a significant increase from just under a fifth (19%) two years prior.

Kenji Nakamura·June 8, 2026

A meticulously crafted non-alcoholic cocktail from Diageo's Ritual Zero Proof line, presented elegantly in a bar setting.

Drinks

Diageo's Ritual Zero Proof Expands US Market Presence

On the day Diageo launched its new line of ready-to-drink non-alcoholic cocktails, its stock (DEO) declined by 1.

Kenji Nakamura·June 4, 2026