Downloads Alcohol is so ingrained in the British psyche that the word ‘sober’ also means drab and reserved. That might soon not be the case, because the way society views sobriety is rapidly changing. Yes, a new generation of drinkers is moderating alcohol intake or abstaining entirely. But they don’t fit the dour stereotype of teetotallers. They want to party, quaffing sophisticated drinks. They just don’t want to feel rough the following morning. They’re the people who have helped grocery sales of low & no alcohol surge in value by 25.4% to £164.6m, on units up 22.3% [Nielsen 52 w/e 30 January 2021].