People Are Sick of Drinking. Investors Are Betting on the ‘Sober Curious’

People Are Sick of Drinking. Investors Are Betting on the ‘Sober Curious’
A Russian River Brewing Company customer takes a sip of the newly released Pliny the Younger triple IPA beer in Santa Rosa, Calif., on Feb. 7, 2014. Justin Sullivan/Getty Images
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Getaway in Brooklyn was comfortably full for a Saturday night, when I came in to try my first “shrub”—an acidic beverage made from vinegar, fruit, sugar, club soda, and zero alcohol.

I ordered a carrot-and-ginger shrub and hoped it would be palatable. I was pleasantly surprised, drank the whole thing and, voila, was not even tipsy. Even more exciting: my bill. It was a mere $15 for two drinks and a bread bowl—to soak up the non-alcoholic beverages, of course.