Zero-sum game

Don’t call them mocktails: #spiritfree and #placebo drinks are a growing wellness trend

Lumette! alt-gin from Sheringham Distilleries.

It gathered speed last year with Sober October before the holiday rush. After ringing in 2020, the trend was undeniable: #Dryuary was in full swing on social media and in the bars and living rooms of the nation, as the so-called sober curious or mindful drinking movement reached a new level of maturity.

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