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Nonalcoholic drinks SHOULD cost more. Here's why. 10 min 
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How AI Data Centers Are Making Everything More Expensive 18 min 08/20/26 correction: the voiceover @ 4:58 should say "decreasing pressure to lower the boiling point of alcohol" rather than "increasing pressure to lower the boiling point of alcohol" The non-alcoholic beverage industry has exploded from once-a-year “Dry January” experiments to one of the fastest-growing categories in food and beverage, largely driven by younger consumers who are drinking less but still wanting the rituals and community of socializing. US sales of non-alcoholic beer, wine, and spirits have grown over 20 percent year over year, and analysts project that the no-alcohol market will grow by over $4 billion by 2028. With the wine world experiencing one of its biggest downturns in decades, small businesses and food scientists are turning to non-alcoholic wines as a potential alternative. Some are using technology and chemistry to produce premium dealcoholized wines, while others, like Burden of Proof in Los Angeles, are recreating the community feel of wine shops through NA-only storefronts. However, even as consumers turn away from alcohol, many are still shocked by the sticker price of alcohol-free wine. How could something with alcohol removed cost just as much as something with alcohol? The answer is a mix of the high cost of dealcoholizing technology and the price attached to a growing movement. Read more about the non-alcoholic beverage trend: - Sales Are So Low, California Wineries Are Burning Their Vineyards (New York Times): https://www.nytimes.com/2026/07/30/us/pinot-noir-california-wine-sales-decline.html - Non Alcohol Is No Longer a Niche—It’s a Billion-Dollar Movement (Nielsen): https://nielseniq.com/global/en/insights/report/2025/non-alcohol-is-no-longer-a-niche-its-a-billion-dollar-movement/ - Investors Tap Into The Zero Proof and Non-Alcoholic Beverage Market (Forbes): https://www.forbes.com/sites/shimiteobialo/2025/11/10/investors-tap-into-the-zero-proof-and-non-alcoholic-beverage-market/ - U.S. Drinking Rate at New Low as Alcohol Concerns Surge (Gallup): https://news.gallup.com/poll/693362/drinking-rate-new-low-alcohol-concerns-surge.aspx - BevZero Equipment Spinning Cone Column Explained (BevZero): https://www.youtube.com/watch?v=g6XbefG7YFU This video is presented by Verizon Business. Verizon Business doesn’t have a say in our editorial decisions, but they help make videos like this one possible. If you enjoy our reporting and want to hear more from Vox, sign up for our Patreon at patreon.com/vox. Each month, our members get access to exclusive videos, livestreams, and chats with our newsroom. -- Subscribe to our channel and turn on notifications (🔔) so you don't miss any videos: http://goo.gl/0bsAjO Vox.com is a news website that helps you cut through the noise and understand what's really driving the events in the headlines. Check out http://www.vox.com. Watch our full video catalog: http://goo.gl/IZONyE Follow Vox on TikTok: http://tiktok.com/@voxdotcom Check out our articles: https://www.vox.com/ Listen to our podcasts: https://www.vox.com/podcasts
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