Retailers are experiencing a surge in sales of alcohol-free drinks like nolo beer, cider, wine, and mocktails as fans prepare for the Euro 2024 final, catering to a growing number of non-drinkers and those practicing 'zebra striping' to avoid morning headaches.
Nolo drinks are gaining popularity, with a significant increase in sales of alcohol-free beer reported by Waitrose and a growing market for non-alcoholic spirits, indicating a shift towards more conscious drinking choices among consumers.
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