Why the 'sober curious' movement is big business for millennials

12:38 PM ET Tue, 20 Aug 2019
Millennials are drinking less alcohol these days, whether it's to break a bad habit, minimize hangovers or improve overall health. As the "Sober Curious" movement gains steam, it's no surprise that alcohol-free cocktails are vying for a permanent spot on the bar scene. Alcohol-free cocktails aren't cheap, averaging at $13 at places like Getaway Bar in NYC. And many young people are willing to pay the price.