Why Alcohol Companies Are Betting on Non-Alcoholic ‘Booze’ – TIME

Why Alcohol Companies Are Betting on Non-Alcoholic ‘Booze’  TIME

It’s a Wednesday evening in Brooklyn, NY, and bars are dead. Tea-candle-dotted tables sit empty, waiting for a happy hour rush that isn’t. But tucked away on a side street, hours before its midnight closing time, a bar called Getaway hums with activity. Metal straws clink against ice and cocktail shakers rattle as patrons belly up to the marble bar. A woman fresh out of work reads and nurses a drink at a corner table. An early-thirties couple chats over a pre-dinner beverage, holding hands in the flattering dim lighting. This is New York City’s first permanent booze-free bar, and no one is …


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