What are you drinking?

From hard kombucha and functional beer to alt-drinks and the rise of teetotalism, Big Alcohol is under siege from health-conscious consumers and upstart brands alike. What’s driving this shift and what does it all mean? Let’s take a look.

With the Brooklyn-based Kin, 35-year-old Batchelor is aiming to create a new category she calls "euphorics" and, in the process, to bring the wellness trend into the bar scene. Her timing is smart: Nearly half of regular wine drinkers, including two-thirds of Millennials, say they're trying to drink less alcohol, mostly for health reasons, accordin... See more

These developments are being driven by a few key factors, including health, wealth, weed, and the acceptance of being sober-ish.