Is being sober finally trendy? Juice crawls are just one of many booze-free events in the US catering to millennials who...

Is being sober finally trendy? Juice crawls are just one of many booze-free events in the US catering to millennials who are ditching the hooch in favor of clarity On a Saturday afternoon in Manhattan, Rachel Floyd and her boyfriend Paul Isham take a shot of a dark yellow liquid called Mother F*#%in' Fireball.

Tags: Millennials, Consumer Trends Source: Symrise

Good Libations Beyond the Plate
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