Hilary Sheinbaum Helps Raise the Bar for Zero-Proof Options

A 2023 Mintel survey revealed nearly 4 in 10 U.S. consumers embrace a sober- curious lifestyle. So, it makes sense for restaurant and bars to provide alcohol-free cocktails on menus. It's much like creating vegetarian options on a dinner menu. Enter Hilary Sheinbaum, journalist and founder of Going Dry. Sober-curious since 2017, Hilary advises restaurants and bars on how to create alcohol-free menu offerings. She is author of "Going Dry: A Practical Guide to Drinking Less and Living More."

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