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People are sick of drinking. Investors are betting on the ‘sober curious’

Getaway in Brooklyn was comfortably full for a Saturday night, when I came in to try my first “shrub” — an acidic beverage made from vinegar, fruit, sugar, club soda and zero alcohol.

I ordered a carrot-and-ginger shrub and hoped it would be palatable. I was pleasantly surprised, drank the whole thing and, voila, was not even tipsy. Even more exciting: my bill. It was a mere $15 for two drinks and a bread bowl — to soak up the non-alcoholic beverages, of course.

Getaway is a sober bar, a new kind of dry nightlife option that is cropping up in New York City. The idea is to provide outlets for people who want to socialize in a bar-like location, but without having to drink alcohol.

They are part of larger trend. People are paying greater attention to their mental health and wellness, and many Americans are specifically looking to reduce their alcohol intake. People of all ages are drinking less beer, while millennials are drinking less overall. And Silicon Valley is taking note, with tech companies reevaluating their alcohol policies and investors looking to capitalize on people who prefer not to drink.

Read more here.

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