CNBC
In CNBC, BCG’s Nicol Zhou unpacks the growing trend of a reduction in alcohol consumption in the US. This shift is increasing the popularity—especially among younger consumers—of nonalcoholic “functional beverages,” many of which are marketed as having specific health or cognitive benefits. “People are drinking [functional beverages] because they want more choices,” Zhou notes. “They want to be able to socialize and look cool, feel part of the group, but not necessarily have to consume alcohol.”