Sober September? Please Stop

Dear Client: As alcohol trends flatten, "restaurants, bars and other establishments are having to get equally creative with their drink offerings to meet the needs of consumers opting for booze-free nightlife experiences," says Nielsen, opening its charting of the "sober curious" movement. It's a roundup informed by a survey that the research firm conducted with the Harris Poll as well as a 2019 Nielsen CGA On-Premise User Survey dubbed "Reasons for Reducing Alcohol Consumption."  These sources found that Millennials are