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Kreatures Of Habit Podcast
Sean Goldsmith: The Rise of Non-Alcoholic Beverages
Sep 4, 2024
Sean Goldsmith is the Co-Founder and CEO of Zero Proof, a leading brand in the booming non-alcoholic beverage market. He chats about his journey from finance to this innovative field, and what sparked his passion for NA drinks. Topics include the cultural shift towards healthier choices, unique recipes that feature functional ingredients, and why Zero Proof doesn’t offer non-alcoholic beer. Sean also shares his top NA drink recommendations, highlighting the vibrant community around alcohol alternatives and the creative storytelling behind branding.
41:06
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Quick takeaways
- The non-alcoholic beverage movement is primarily driven by health-conscious consumers, especially younger generations seeking enjoyable alternatives to traditional drinks.
- The industry is evolving rapidly as brands innovate with unique flavors and functional ingredients, reflecting a shift towards mindful drinking habits.
Deep dives
Changing Attitudes Towards Alcohol Consumption
People are increasingly choosing to drink less alcohol as a means to improve their health and well-being. This trend is particularly prominent among younger generations, with 64% of legal drinking age Gen Z individuals identifying as teetotalers. As individuals age, many are becoming weary of the negative effects associated with drinking, prompting a desire for healthier lifestyles. The growing awareness of the adverse side effects of alcohol consumption is steering society towards more mindful drinking habits.
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