Sober Is The New Cool: Will Mindful Drinking Overtake Alcohol?

People who start drinking at a young age (13-15) are more likely to get addicted to alcohol, no matter if their families are alcoholism-prone. Even if there's a history of alcoholism in the family, a person who waits till their early 20s is less likely to become addicted to alcohol. If you drink consistently (even in small amounts, like one drink a... See more

Entrepreneurs looking to enter the market have an opportunity to re-write the rules. This means focusing on the end consumer — marketing and delivering direct to her. It also means creating better beverages and new spaces/contexts for drinking. Today’s customer wants something that’s enjoyable, conscionable, and just a bit healthier.