"What's really cool about the category is that actually, there is so much permission and so much room for innovation," says Lorelei Bandrovschi, founder and CEO of the alcohol-free Listen Bar in New York City.
"It's evolving as we speak," says Victoria Watters, co-founder of Dry Atlas, a media company focused on alcohol alternatives. At the moment, the category is still largely defined in terms of what it isn't: It is nonalcoholic. It is spirit-free and zero-proof."
Mostly, as of this writing, people talk about the flavor of N/A beverages the same way they do for booze, notes Laura Silverman, founder of the nonalcoholic information hub Zero Proof Nation: Drinks are hoppy, smoky, bitter.
#nonalcoholic-beverages #innovation #buzz-alternatives #social-drinking #trends-in-alcohol-alternatives
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