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The World’s Biggest Booze Companies Are Placing Their Bets on a Sober Future

It’s a weekday at 11:30 a.m. at the Blue Hill restaurant in Manhattan, and a group of alcohol writers are milling around with cocktails in their hands. The drinks are an off-yellow mix of Meyer lemon, honey, and a base product called Seedlip, and they’re all mixed and shaken by a bartender. Cocktails at 11:30 a.m. on a workday are, in any circle, a questionable choice. But these cocktails are different, because Seedlip is the first non-alcoholic distilled spirit, and the lunch is trying to prove to a bunch of alcohol writers that the next biggest thing in the beverage world has nothing to do with alcohol — it has to do with the “non-alc” space. Read more here.

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