The annual booze-free challenge has received a lot of attention this year. The concept of alcohol in the minds of adult Americans shifted with Dry January.

The change is caused by the growing importance of lifespan and sleep in terms of overall health.

According to NIQ, a company that studies consumer behaviour, non-alcoholic beer sales are increasing in the United States despite alcoholic beer sales being relatively stable.

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SOURCE: Axios
DATA: NIQ; CHART: Axios Visuals