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What Does 'Sober Curious' Mean? A Liquor Retailer's Guide to the Moderation Movement

There's a quiet shift happening in liquor retail, and it can feel unsettling at first. More customers — especially millennials and Gen Z — are asking for low-ABV and nonalcoholic (NA) options, or are shopping with moderation in mind, mixing NA products into their basket ...
May 29, 2026
8 min read