When a new year rolls around, social circles split into two groups. The dividing line: alcohol. There are the people doing Dry January, swearing off booze for the month to regroup after the holiday season's indulgence. Then there are the people who have no plans to shift gears — if anything, they're excited that all the January teetotaling means smaller bar crowds. But increasingly, the sober/drinking split is stretching beyond the confines of January into other months and across American culture.

The conversation around sobriety and sober curiosity has become louder and more open in recent years. Whereas 20 years ago a decision to abstain from alcohol was often kept hush-hush (the implication being that the abstainer had a shameful problem), nowadays people are much more open about sitting drinking out. They're skipping happy hours, going on booze-free dates, and laying out their reasoning for sobriety online. The beverage industry has been happy to cater to them, too. IWSR, which covers the alcoholic-beverage industry, said volume in the nonalcohol segment in the US grew by 29% in 2023, driven by young people in particular.

Before everyone does a victory lap about how America's given up on alcohol, it's important to note that the nonalcohol segment is still pretty small — IWSR expects it to make up 4% of the overall alcoholic-beverages market by 2027. And while the modern temperance movement is growing, so too is the high-alcohol-content segment. Americans are increasingly opting for spirits over beer, and ready-to-drink cocktails and high-ABV beers are becoming more popular than middle-of-the-road options.

Polling from Gallup suggests men, white people, college graduates, and higher-income people are among those with a higher propensity to drink. And heavy drinkers consume the bulk of alcohol volume in the US. But many drinkers are incorporating nonalcoholic options into their routines without giving up on booze altogether. They're looking at occasional abstention as a form of moderation. After all, per the market-research firm NIQ, more than 93% of nonalcohol buyers also buy alcoholic drinks.

"The people who are drinking a lot of NA stuff, they just are interested in more flavors and more beverage profiles and things like that," said Dave Infante, a contributing editor and columnist at VinePair who writes a Substack about drinking called Fingers. "So they're just drinking more interesting shit out of everything."

To some extent, drinking culture is moving toward the extremes. Sure, more people are abstaining on a given night — but when people do order an alcoholic drink, they're really going for it. They're getting an old-fashioned, not dialing down to a light beer or two. Instead of forgoing the real thing altogether, Negroni lovers are mixing in a phony Negroni from time to time.

The surgeon general's recent warning that alcohol can cause cancer reiterated for a lot of people something they already (begrudgingly) knew: Drinking is not good for you. The proportion of Americans who say drinking is bad for health has risen quite steadily over the past two decades, per Gallup, even if the amount they drink hasn't changed much. The polling also suggests that the proportion of Americans who consume alcohol has for decades remained relatively stable, at about six in 10. Per-capita consumption of ethanol from alcoholic beverages has stayed at about 2 to 2.5 gallons.

"There's just a lot of evidence that suggests even though we have more alternatives than ever, people are still happy to consume and indulge in something, especially if they feel they can do it responsibly," said Bryan Roth, the director of insights at Sightlines, an analyst group that covers the alcohol industry.

For some people, drinking responsibly means strategically turning alcohol time on and off — sometimes throughout the year or week, sometimes just in a night — and moderating without giving up the bottle entirely. They think it's healthier, even if their doctor might not entirely agree. It's a way to slow down, to get a check on how much they're drinking. And sometimes they just can't afford to be too hungover ahead of a big workday.

"If all people who were buying Athletic beers and Bud Zeros were 100% sober, that would be one thing, but what we find is a good majority of people are sort of mixing and matching," said Nadine Sarwat, an analyst who covers the beverage and cannabis industries at Bernstein.

Some people set rules for themselves about when alcohol is allowed. They eschew alcohol on weekdays and leave it only for the weekends — so they'll drink alcoholic beer on a Friday but a nonalcoholic beer at lunch on a Wednesday. Or they'll replace that bottle of cabernet with a 0% option a few nights a week to take it easy. Some drinkers take part in Damp January and reduce their alcohol intake instead of going totally dry. Or there are those who attempt a harder and longer reset with the "75 Hard" challenge, which says no alcohol (or cheat meals, or, seemingly, fun) for 75 days. (There's a "75 Soft" for those who want some semblance of joy.)

Day to day, at the bar or a party, some drinkers are doing what's been dubbed "zebra striping," where they alternate between alcoholic and nonalcoholic beverages — a Manhattan one round and a mocktail the next. It's a more festive — albeit expensive — tactic than chugging a glass of water between drinks. In other instances, they incorporate "bookending," where they begin and end the night with an NA option. Or they go NA for the "fourth quarter," finishing off the night with a few alcohol-free drinks, emulating what stadiums do toward the end of sporting events.

"It then becomes a method of pacing so you can just kind of maintain," said Joaquín Simó, the global brand ambassador and mixologist for On the Rocks Cocktails. "What I am hearing anecdotally a lot more too is just people who are like, 'Yeah, I know I have to tone it down, but I don't want to give it up entirely. So I'm doing this as a means of dipping my toes not necessarily into sobriety but more into temperance.'"

Kaleigh Theriault, an associate director of beverage-alcohol thought leadership at NIQ, said that while nonalcoholic options appeal to people of many ages in many locations, higher-income people tend to favor them. Even as young people drink less overall and look for more ways to have booze-free fun, many are still imbibing. That NA IPA is combined with an 8% IPA that will knock their socks off.

"What we see with Gen Z is they want non-alc, but they also want those high-ABV beers as well," she said.

But the strongest indicator that someone will be into an NA option is that they're also an alcohol drinker, or at least a buyer. (Some proportion of NA purchasers are probably buying for parties and gatherings for other people to drink.) That many NA drinkers would also be alcohol drinkers tracks. If you don't really have a taste for alcohol, you might spring for a fun mocktail from time to time, but you may also just go with a Diet Coke, which you like better, has fewer calories, and is cheaper. And if you've never been a beer drinker, you're probably not jazzed about downing an NA one.

"No one likes the taste of beer when they first drink it," Sarwat said. "I think that's a universal truth."

For people who have given up drinking, NA options can be appealing, especially as the offerings get better in stores and at restaurants and bars. But as Laura Silverman, the founder of Zero Proof Nation, which is dedicated to the NA-beverage industry, told me, some people who have experienced problem drinking may opt to steer clear of them as they work on their sobriety.

"For people who have had problems with alcohol, many doctors and psychiatrists and stuff, they recommend not going down the path of some of these nonalcoholic beverages because they can be triggering for some people," she said. "I think it's completely individualized."

There's also a divide in the types of nonalcoholic beverages people are consuming — some categories are doing better than others. Most of the analysts and people in the industry I talked to for this story said NA beer was pretty good and close enough to the real thing price-wise that it's compelling to swap in. Many were not so bullish about wine and cocktails — Simó said that besides the sparkling options, most NA wine was "not good," and he described NA distillates as "hot trash." Silverman was more optimistic about the taste and price points.

"Where we were before, everything was sort of premium because it was the only thing that was available," Silverman said. "Not everything has an exorbitant price point anymore, but there is a wide range, and some things are quite expensive."

On the whole, Americans aren't drinking markedly less than they were in the past, but they are drinking differently. Some of the divides and distinctions are complicated to parse.

Gallup has found that while young people report drinking less than previous generations did, older people report drinking more. Gen Z is, for now, straighter-edged than the generations before them in terms of alcohol, but that doesn't necessarily amount to "the kids will be saints forever." With marijuana legal in so many states, some may be opting for cannabis products instead. Drinking is a social activity, and as young people socialize less, they skip out on imbibing, too. Many Gen Zers are still under the legal drinking age, and their consumption habits might change once they're not breaking the law. Roth, from Sightlines, told me that so far, as Gen Zers hit 21, they appear to be drinking about the same amount millennials did when they got into their 20s.

"What we see younger people do in terms of their attitudes toward drinking is very in line with how adults are shifting their attitudes and thought processes toward it as well," Roth said. "It's just a greater understanding of how it impacts you."

Consumers have more options now for drinking than ever. A lot of those options are concentrated at the bottom and at the top, with a sort of hollowing out of the middle. Instead of a 4.2% ABV Bud Light, they're going for a 0% Athletic or a 9% Voodoo Ranger IPA. Or they're swapping a six-pack of Miller Lite for a martini that really packs a punch.

"Demand is gravitating either to the high end of the ABV spectrum or the zero-ABV spectrum," Infante said.

Meanwhile, younger and older generations alike are thinking about their habits and choices — maybe never drinking, or maybe opting in sometimes and out others.

"We do see this broader trend of moderation happening across the industry," Theriault said.

In the ideal, healthiest world, Americans would probably give up on drinking, perhaps except for the most special occasions (and even the surgeon general would likely say that's a no-no). We'd also have a perfectly balanced diet of fiber and proteins and get in those 10,000 steps a day plus strength training and eight hours of sleep. But we do not live in the ideal, healthiest world; we live in the real one, where drinking is not going to "poof!" disappear. Part-time sober — or mindful drinking or whatever you want to call it — might be the best some people can do, or are at least willing to do, right now. And in an alcohol market that's increasingly split between super sober and hella boozy, it's an understandable impulse. That lunchtime beer was never a good idea anyway — let alone the lunchtime martini. Swap it out for a Heineken 0.0 or a mocktail, and leave the good stuff for Friday night.

Emily Stewart is a senior correspondent at Business Insider, writing about business and the economy.

A typical weekend for 28-year-old Olivia looks something like this: On Friday night, she'll catch a game, either in the stands or from the comfort of her couch in her home city of Philadephia. Saturday is for the girls — her book club might go out to brunch or convene at one of their houses. Sunday is for bonus activities like shopping and chores to help get ready for the week. While there might be alcohol at some of those events, Olivia won't be partaking. She's one of a growing cohort of Gen Zers who are opting out of America's drinking culture.

It's a choice that's become increasingly popular in Olivia's peer group. A few years ago, some of her friends would look at her like she was "crazy" for abstaining at social events. Now, some don't even notice — and more are joining her in cutting out alcohol completely, even in a city with a heavy drinking culture.

"I've noticed a lot of my friends have also started to give up drinking, or they're just not interested in spending the money," Olivia, who works in finance, said. "They don't like the feeling of it. Part of that I think, is getting older; part of it is it's just not as cool."

This year, Dry January came with a new warning for Americans: The US surgeon general, Dr. Vivek Murthy, published an advisory that said alcohol should come with a cancer warning, as multiple studies pointed to a link between the two — even as many Americans did not recognize it as a potential danger. Alcohol stocks tumbled immediately. But if the fresh warning about alcohol shocked millennials and older Americans, many Gen Zers met it with a shrug.

"The younger generations are just a little more risk averse than we were," Mary Charlton, a professor of epidemiology and the director of the Iowa Cancer Registry at the University of Iowa, told me. "I think they're a little less fatalistic about things." If older generations embraced an ethos of "I'm going to die anyways, I might as well smoke," Gen Z is rejecting that, Charlton said — or, at least, they're more aware of who's making money off of getting them hooked on those substances.

Existential considerations aside, for many younger Americans, drinking has become incidental to a good time. If millennials killed off everything from golfing to casual dining, Gen Z might put the final nail in the coffin of social and economic life centered on alcohol. It's cheaper and more rewarding for them to opt for a different kind of connection. And, for a growing subset of businesses, that could translate into huge dollar signs.

Becca Borowski, a 25-year-old Wisconsinite, said that she drank "way too much" in college. When she was 22, she began getting terrible hangovers and decided she wanted to cut down on her consumption.

"I feel like everyone kind of realized after COVID that we don't really have to drink to have fun," she said, adding: "That's kind of when I started to realize, oh, I really don't enjoy drinking as much. I kind of just enjoyed more so that everyone was there."

That seems to be a common sentiment among her peer group. Gallup polling found that the share of 18- to 34-year-olds who drink alcoholic beverages has tumbled to a record low.

Meanwhile, the share of 18- to 34-year-olds who think even drinking in moderation is bad for health has doubled since the early 2000s. Chloe Richman, a 29-year-old in New York City who cohosts the podcast "Litty and Sh*tty," has been sober for nearly a year. Her decision to ditch drinking came after she started watching videos about popular online wellness trends such as 75 Hard and cold plunges.

"It really got to me, and I was thinking, oh, that's an easy fix for me," Richman said.

She says she only drank on weekends but would go hard when she did. That meant a lost day on Sundays recovering from the inevitable hangover. So cutting out drinking completely seemed like a logical next step. At first, the decision felt "extremely isolating" — going out for a drink was an easy option for socializing that no longer existed. But soon, she became "obsessed with the idea of just treating my body the best it can be," and decoupled fun from alcohol. These days, her evening activities include going to paint at an art café.

The shifting attitudes toward drinking affect not only how Gen Zers spend their time, but it's also had a dramatic effect on how they spend their money. For some businesses, this has become a serious issue: Concert venues are struggling with lower alcohol sales, and some bars are having to pivot their offerings, bolstering their non-alcoholic options and crafting spaces for optimal socializing. At the same time, a Gen Z nonalcoholic economy is quietly booming — and creating an opening for new types of businesses. The global non- and low-alcoholic beverage business has ballooned to $13 billion and is projected to grow even more. An analysis from IWSR found that nonalcoholic drink volume rose by 29% from 2022 to 2023, and the industry is projected to grow by 7% from 2023 to 2027. Nonalcoholic beverages have also captured new fans: In 2023, for instance, 17% of the industry's consumers were new to the nonalcoholic market. It turns out that Gen Zers still want to see each other; it just doesn't have to be over a drink.

As with any social movement, some big corporations are trying to capitalize on the recent shift. The big alcohol companies have already been gearing up for the anti-booze revolution, with many launching alcohol-free versions of their products. Heineken's CFO Harold van den Beck said in an October earnings call that 4% of the company's portfolio is nonalcoholic beverages and that that could increase to 6% or 7% of the total portfolio in the foreseeable future. Even Gen Z icon Tom Holland — who has been sober since 2022 — has launched his own nonalcoholic beer, Bero, which touts itself as "the new gold standard in beer."

Beyond the big businesses trying to get in on the trend, local entrepreneurs are also trying to create a smaller-scale community that caters to Gen Z's booze-free proclivities. Alexandra Zauner, 34, quit drinking 10 years ago. She wanted to create a way for people to socialize without alcohol, something she felt was missing in her own sobriety journey. That led her to create Lucille's, a nonalcoholic bottle shop and tasting room in St. Paul, Minnesota.

"We're seeing more and more people that are craving opportunities to connect, and it's less about the alcohol and it's more about just creating spaces for people that feel exciting and fun and gets people out of the house," Zauner said. She thinks people still want to experience nightlife — they're just opting not to do that at bars. Whether she's at one of her own nonalcoholic events or someone else's, she feels she gets to connect with other people on a deeper level — and have "genuine fun."

That rings true for Borowski, the Gen Zer in Wisconsin, who wants to get out and meet people without feeling the need to down boozy drinks. For her, that's meant pursuing some of her more creative hobbies: She's a student at local pottery studio Cream City Clay, where she's been cultivating a few friendships out of class. Connecting with peers who share her hobbies — rather than just a drink — has led her to more like-minded, creative folks.

"It's really fun to be able to take our friendship out of the class," she said.

At Chaotic Good Cafe in Manhattan — a new board game and role-playing venue — Gen Zers are flocking to play weekly games of Dungeons and Dragons. After being laid off in January 2023, the café's owner, 39-year-old Andrew Panos, combined his love for board games and coffee to create a space that doesn't revolve around alcohol (although it's still available for patrons who want it).

"We get a lot of people in their 20s and 30s coming in just to sit down and do work. We have WiFi and lots of outlets and 45 seats," Panos said. "We encourage people to sit down. So we're getting a lot of people who just want a cozy, warm spot right now."

That's pretty much the definition of an ideal third space — a place to gather that isn't home or the office but open to those who want to hang out for longer unstructured stretches. If millennials found themselves constricted by a loss of third spaces that funneled primarily into bars, Gen Zers' appetite to hang out sans alcohol might bring third spaces back and then some. A quick glimpse at the type of activities Gen Z is resurrecting — like speed dating or book clubs — shows that there's a larger cultural shift undergirding the patrons keeping these businesses afloat.

Gen Z sobriety still has its own nuances — many Gen Zers are still drinking, even if just a little. Others might be more motivated by current wellness trends and an acute need for connection than a long-term dedication to sobriety.

In Ohio, the rock-climbing walls at RockQuest are hopping on a Friday night. The general manager, 34-year-old Tyler Carson, has noticed an influx in younger folks who aren't just serious outdoorsy types. That includes everyone from older high schoolers to college groups to first dates. Carson said that the pandemic was a catalyst, of sorts — people were stuck inside and getting antsy. Now, some are opting for the thrill of the climb instead of the high of an alcohol buzz.

"There's enough fear even when doing it properly that's like, ooh, this is kind of a rush for people, especially new to the industry. And so they get that excitement, they get that thrill," Carson said.

Indeed, some of the Gen Z focus on sobriety might be tied to the overarching wellness culture and a focus on weight-loss and body transformations fueled by drugs like Ozempic. As Meir Statman, a professor of finance at Santa Clara University, said, "thin is in" in America right now, and younger people (many of whom are frequently on camera, whether it be a Zoom call or an Instagram story) are more concerned about how they look to potential mates. Emily Wilson, a 28-year-old in New York City who cohosts the "Litty and Sh*tty" podcast with Richman, said, much of the new wellness culture — including the sober-curious movement — is centered on selling new products to Gen Zers.

"Wellness is kind of a scam, but I think the fact that it's making people be healthier in some ways — like sobriety — is good, but there's definitely other ways where it's like the Ozempic culture is terrible," Wilson said.

While more members of Gen Z are sober-curious or cutting out alcohol, it doesn't mean all members of the younger generation are dialing back, and other substances might see more Gen Z support: 19% of 18- to 34-year-olds surveyed by Gallup in 2023 and 2024 said they smoke marijuana, the highest among age groups. Even weed companies are adapting to the younger generation's desire for a less intoxicating experience — Curaleaf recently launched a new seltzer with a 2.5-milligram dose of hemp THC, half the dosage of its 5-milligram seltzer launched over the summer. Curaleaf chairman and CEO Boris Jordan said their products are getting a boost as young people search for alcohol-free alternatives.

"As cannabis legalization expands and the hemp market grows, we are seeing adults shift from alcohol use to cannabis consumption, particularly in the 21-27 age group," Jordan told me in a statement.

These changes started taking hold even before the surgeon general's advisory, which may help to accelerate Gen Z's shift — and grow the market for alcohol-free fun. After completing her own research on the link between drinking and cancer, Charlton abandoned her habit of having a glass of wine at night as a reward for getting work done. Now, she only drinks socially. She thinks the longer-term effect of the prominent cancer warning might help people broaden their perspectives on how they want to spend their time.

Kam Kobeissi, 44, has witnessed the Gen Z transformation firsthand. Kobeissi, an elder millennial and a nonprofit worker in the Albany region, has never been much of a drinker; in the past year or so, he's been trying to find a community of people who don't rely on drinking-based socializing. But who he finds isn't exactly his cohort: "I'm definitely a minority in my age bracket." As a millennial, he's familiar with the generation's reputation for killing off certain activities and brands (rest in peace, diamonds). Now, he's getting to see the younger generation perform their own economic sleight of hand. When Kobeissi went to check out a board game café the other night, he was the oldest person there by 10 to 15 years.

"I really like this new generation and how it stands out in such different ways from what traditional business and marketing kind of is used to," he said. "I think it's challenging everything across the board."

Juliana Kaplan is a senior labor and inequality reporter on Business Insider's economy team.

• I tracked how much I drank every day for a year.
• Moderate drinking is one drink a day for women, not exceeding 7 a week.
• I exceeded that amount half the time, drinking more during the summer and holidays.

In my head, I was great at drinking less in 2024. I rarely had more than two drinks per occasion, ordering more mocktails and N/A beers.

My journal tells a different story.

Back in 2023, I started writing down how many standard drinks I had per day in addition to my daily entries. I knew alcohol could impact my physical and mental health, so I wanted to factor it in to see how it altered my mood.

After the US Surgeon General announced alcohol's link to cancer last week, I decided to crack the numbers over the whole year. While there's no safe amount of alcohol to consume, the National Center for Health Promotion and Disease Prevention has guidelines for moderate drinking. Women shouldn't have more than one drink a day and seven total a week.

For 26 out of 52 weeks, I went above that limit.

Looking back, I saw patterns around when I'd drink and how I felt before and after. Going into 2025, it's convinced me to become "dry by default" and create tighter rules around drinking.

I didn't feel like I was drinking a lot

I have never blacked out. I also never drink alone and rarely in my home, unless we have guests over.

Still, I got a 50% moderate drinking grade for 2024 — a big F. Because there were times I had three drinks throughout the whole day, I had only one memory of actually being drunk — one I excused in my mind because it was at a wedding.

The times I had four drinks in a day, no matter how spaced out they were or how sober I felt, qualified as heavy drinking for women, according to the National Institute on Alcohol Abuse and Alcoholism.

Part of the issue was my own knowledge of what qualified as healthy. I didn't know that I should cap myself at one drink a day — I always aimed for two max, which is the healthy limit for men.

We want to hear from you about your drinking habits. If you're comfortable sharing with a reporter, please fill out this quick form. Note: We won't publish any part of your submission unless we contact you first.

My drinking ramped up as I socialized more

The periods I drank the most were early summer and the holidays when I had the most plans. I also got married this year and had a few small events to celebrate, which led to more drinking.

There are social benefits to drinking in moderation. The problem is when I'm having a good time after one glass of wine, I often want to maximize that feeling by ordering one more. Even when I limited myself to two drinks per occasion, those cocktails added up when I went out four times a week.

I drank less when I had a big goal

My healthiest drinking periods coincided with training for my first marathon. I often had only a few drinks the whole week because I was getting up early to run four times a week, and I abstained from drinking the week before the race. As an added bonus, I looked less puffy in my wedding photos.

Giving up alcohol is the hardest for me when it feels like a punishment, like I'm removing some pleasure from my life for the nebulous goal of being healthier. It was much easier to order that Phony Negroni when I had a higher purpose or goal. It made me feel dedicated and confident. I was someone who could hang with my friends and still make it to that morning run.

Now, I'm doing Dry January and plan to continue when the month is up. The biggest shock from tracking my data isn't that I drank more than I thought; it's how much happier and more fulfilled I was when I didn't at all.

• The US Surgeon General's advisory calls for a warning label on alcohol products.
• The CEO of Free Spirits told BI he thinks the statement will further push a change in drinking culture.
• Non-alcoholic brands like Free Spirits are expanding as mindful drinking gains popularity.

Milan Martin, the CEO of non-alcohol spirit brand Free Spirits, said American drinking culture has evolved over the last decade — and the US Surgeon General's statement on alcohol will further push that change.

In an advisory published Friday, US Surgeon General Vivek Murthy said alcohol consumption was the third leading preventable cause of cancer in the US, after tobacco and obesity. He also said he wants to see cancer warnings on wine, beer, and spirits.

In an interview with Business Insider, Martin said regardless of whether a change to the warning label would win political approval, he thinks the statement will impact consumers.

Do you plan to change your drinking habits in response to the Surgeon General's recommendation? Tell us why in this survey.

"What we've seen with the surgeon general is that there's enough research now that says alcohol does not play a positive role in your life and, specifically, it has ties to cancer," Martin said.

Martin said the advisory will be another "nugget" that reinforces similar messages about drinking based on data points, positive stories from friends who have stopped drinking, or guidelines from other governments. All of those insights sit in consumers' minds and lead them to make more informed decisions, Martin said.

"It's not that the alcohol industry is going away," Martin said. "It's just that people are now just drinking more mindfully and more with an eye to moderation because they have the data."

Martin said the current non-alcoholic drinking landscape looks different than it did even a year ago.

"Even a year ago, when I would see a zero-proof cocktail menu on a restaurant's menu, I'd be like, 'great,'" Martin said, adding that, "the expectation is that most restaurants have them now."

Despite running a non-alcoholic spirits company, Martin said neither he nor his employees classify as "traditionally sober." Martin said he still enjoys cocktails, but he drinks a lot less than he used to. Similar to most non-alcoholic consumers, Martin said he enjoys both options.

Before founding Free Spirits, Martin said he spent 20 years in the advertising industry and embraced the "work hard, drink harder" mentality of the business. Oftentimes, he said he overindulged — but not because he necessarily wanted to.

"It was just that phenomenon of you're having a great time, you're out with friends in some great cocktail bar. The energy is high," Martin said. "Your glass is empty, you order another."

Brands like Free Spirits, which is now distributed across around 8,000 locations in the US, including at stores like Total Wine & More and Wegmans, offer consumers the "bite and burn" of alcohol in a non-alcoholic drink. The drinks also integrate Vitamins B12, B6, and B3. Other popular non-alcoholic options infuse THC or psychedelics.

Instead of drinking orange juice or soda in a social setting, consumers now have the opportunity to experience a margarita or martini without the effects of alcohol.

Martin said Free Spirits' prices have come down by about 15% to 20% since the company's start. As Free Spirits continues to scale and find efficiencies in its supply chain, the company plans to pass those savings onto its partners and to consumers to broaden the availability of the category and the brand, the company said.