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Call it mindful drinking, low-alcohol living, or sober curiosity—whatever the label, the shift is real. 69% of alcohol drinkers are actively exploring a “sober curious” lifestyle, aiming to drink less without giving up the rituals they love. Meanwhile, 81% of Gen Z are open to premium non-alcoholic options, signaling a generational change in drinking culture. But despite this shift, the market is still catching up. That’s where NINO comes in. We’re not just making a drink—we’re creating an experience that lets you live well, feel great, and stay social, without compromise.
