Fortune Magazine Feature

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“The growing popularity of Dry January is certainly one of the factors driving interest in alcohol-free options, but industry watchers say there’s much more at work. As consumers demand better quality ingredients and more nutrients in products from snacks to sodas, many are rethinking what’s in their martini glasses as well. Meanwhile, a cultural interest in wellness and “self care” is prompting some Americans to steer away from the party-centric image that’s long been promoted by alcohol makers. Then there’s the host of people— from pregnant people to religious abstainers and designated drivers to those concerned about a family history of addiction—who’ve long had reason to abstain. Marnie Clark, founder of National Mocktail Week, says providing options for those who choose not to partake in hard drinks is “about community and inclusion.”

-Marnie Rae

Marnie ClarkComment