Nonalcoholic beer sales soar in Detroit
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The "damp" or "dry" lifestyle is going beyond January.
Why it matters: This year, huge interest in the annual booze-free challenge Dry January marked a change in the way American adults think about alcohol.
By the numbers: Although U.S. alcoholic beer sales are fairly flat, nonalcoholic beer sales are on the rise, according to NIQ, which tracks buying behavior.
- Only 62% of adults younger than 35 say they drink, down from 72% two decades ago, according to the latest Gallup data.
Zoom in: In the Detroit area, nonalcoholic beer sales rose for the fourth straight year, up to $462,214 in January compared with $322,276 last year and $175,208 in 2020.
The intrigue: "Dry February" is being Googled more than ever in the U.S., with search interest this month 30% higher than last February, according to Google Trends.
Go deeper: The best nonalcoholic beers