Sober September shows that it’s not just Dry January that alcoholic beverage brands have to worry about. According to UBS more than a third of U.S. alcohol drinkers said they were “very likely” to participate in the sober celebration and an additional 19% said they were “somewhat likely” to join in. Those figures are up from last year, when a quarter said they participated in the trend. More Millennials are drinking moderately, and the trend could affect big alcohol’s bottom line. (MarketWatch)
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