A macro trend that has grown over the past few years that is closely linked to the health and wellness boom is mindful drinking and the ‘NoLo’ movement. NoLo stands for no- and low-alcohol drinks, which are beverages that have little or no alcohol content. These drinks are becoming more popular among consumers who want to reduce their alcohol intake with millennials and Gen-Z leading the charge. If you are looking for a way to enjoy a drink without getting drunk, you might want to try the NoLo drinking trend - here’s what it is and how you can jump on board.

Generation Z is the first generation to be truly sober curious. In short, more and more of this generation doesn’t find drinking to be “cool” anymore. That’s after the previous generation, Millennials, were already turning down drinks more often than their predecessors in Gen X. A report published by Berenberg Research, found that Gen Z were drinking 20 percent less per capita than Millennials – who, in turn, drink less than Baby Boomers and Gen Xers did at the same age. Here’s why they’re doing it and tips if you’re sober curious.

In recent years, the non-alcoholic beverage industry has witnessed a remarkable surge in popularity, attracting not only health-conscious consumers but also catching the attention of celebrities. Bella Hadid, Katy Perry, Blake Lively and even Dwayne ‘The Rock’ Johnson have recognized the potential of non-alcoholic drinks and invested in this flourishing market. The world of celebrity investments in non-alcoholic beverages is growing. Here are some of the renowned personalities who have invested in non-alcoholic drinks and their motivations behind these savvy investments.