Brands pour out promos for Dry January, from Hendrick's Gin gym to Hop Wtr's hypnotist
Non-alcoholic alternatives are growing in popularity, with the category surging by 35% in the US in the last year.
Athletic Brewing is the top non-alcoholic beer brand in the grocery channel, surpassing Heineken 0.0 and Bud Zero with over a 20% market share.