Sober September shows that it’s not just Dry January that alcoholic beverage brands have to worry about.

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)