Denver's nonalcoholic beer sales spiked in January
Add Axios as your preferred source to
see more of our stories on Google.
Denver went dry in January: Nonalcoholic beer sales in the city increased fourfold this January compared to 2020 with total sales topping $717,000, according to NIQ, which tracks buying behavior.
Why it matters: The embrace of the "dry" or even "damp" lifestyle is becoming more popular and may extend beyond the annual monthlong booze-free challenge.
The big picture: Gallup reports 62% of adults under 35 say they drink alcohol, down from 72% two decades ago, Axios' Carly Mallenbaum writes.
- Nationwide, nonalcoholic beer sales doubled in January.
What's next: The search term "Dry February" is being Googled more than ever in the U.S., with search interest this month 30% higher than last February, Google Trends' Katie Seaton tells us.