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It’s only on closer inspection that you would notice. “Non-alcoholic botanical spirit.” “Dealcoholized wine.” “Zero proof.”
The Phoenix Mills Limited (PHOENIXLTD) ✌️【Long-Term Investment】✌️ Free real-time market data to help you quickly recover and avoid losses. The Zero Co, as its name suggests, is a bottle shop totally devoted to non-alcoholic beer, wine and spirits — like a zero proof liquor store. Opening in 2022 and situated in the trendy Poncey-Highlands neighborhood of Atlanta, The Zero Co advertises itself as the city’s first non-alcoholic bottle shop — but it is part of a growing trend both in Atlanta and across the country.
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“I think there are a lot of people that are in my position, that are my age, where it’s like, alcohol just doesn’t feel good anymore,” she said.
“I think there are a lot of people that are in my position, that are my age, where it’s like, alcohol just doesn’t feel good anymore,” she said.
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But there are also those who have taken on the larger lifestyle change of “mindful sobriety,” Myles said, choosing to be more conscious of their drinking rather than abstaining completely.
“There’s this kind of negative connotation around people who have chosen to be sober or have needed to become sober due to health or mental health or addiction issues,” Myles said. “But these days, I think there are plenty of people, who do not have those strong countervailing reasons to not drink, that are choosing not to drink.”
Instead, drinking less — or not at all — is becoming more of a positive choice in some people’s life, in the same way others try to exercise more or eat better. Not drinking can become a part of self-optimization, Myles explained, where people try to become “the pinnacle of your best self.”
In part, the underlying cause of the shift could be the pandemic, she said. Alcohol sales jumped during those early months of lockdown, awell-documented trend, butresearch has shownthat the sale of non-alcoholic beverages went up, too — revealing that many people were just drinking more of everything. People who may have experimented with mocktails in 2020 could have decided to stick with it. Or, the impact of a large-scale global health crisis may have nudged an inward reflection of their own health and well-being.
“Maybe people decided to try out different things because there was this weird global disruption going on,” Myles said. “And now some of those things, they were like ‘Hey, I actually like that.’”
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It’s tempting to view these products as juice in a fancy bottle — poor imitations of the real thing. Doing so would be reductive.
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“There’s just so much research and development that goes into the products for you to be able to taste that and be like, ‘Yeah, it kind of tastes like gin,’” Atkinson said.
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“My mind wants that experience and wants that ritual,” he said. “But my body is like, ‘I don’t really need the alcohol for that.’”
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Erin Flavin owns Marigold, a non-alcoholic bottle shop in Minneapolis, Minnesota that also sells legal cannabis products. Flavin stopped drinking during the pandemic (she would have a drink to punctuate the end of the day, she said, but then “the end of the day kept getting earlier and earlier”) and opened the shop in 2022. She’s noticed that many people still struggle to understand those who don’t drink, either by getting defensive or questioning why someone would choose to abstain. But being inclusive of those who are alcohol-free shows care, she said.
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“My mind wants that experience and wants that ritual,” he said. “But my body is like, ‘I don’t really need the alcohol for that.’”
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“I think it’s important to have a place that’s not just going to sell you whatever,” Flavin said. “It’s going to educate you on what you’re getting.”
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“They want to be in this ambiance, around the music, for example, with other people that are there,” Myles said. “They also want to be a part of the social fabric.”
In the past, that may have meant settling for water or a soda — or even eschewing the experience altogether. But now, enough people order non-alcoholic beverages, Myles said, that it’s become a regular expectation.
Chris Copeland, 35, is a consultant in Atlanta currently taking a break from alcohol. It’s been about six months, he said, and it began mainly out of interest for his mental health and his quality of sleep, both thingsalcohol can negatively impact.
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“Stuff like this,” he said, gesturing to a few non-alcoholic spirits priced north of $35, “I still struggle with the price point.”
Price is a major deterer for many people who might be interested in exploring more non-alcoholic options. Bottles are often priced just as much, if not a little more, than their alcoholic counterparts.
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“A lot of these things are hand labeled, they’re hand bottled,” Atkinson, of The Zero Co, said. “A lot of effort has to go into it in order to create this product, just to get it on the shelf.”
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Yet the demand persists. At The Zero Co, sales in its first year were three times what Atkinson had predicted. Customers from across state lines come into Marigold searching for alternatives. And non-alcoholic options are still increasingly finding their way onto menus and in bars.
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“I’ve been off everything for a couple of weeks now,” she said. “I’m trying to just open my eyes to what life could be like without anything.”
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