The Choice is YOURS.
For ages, alcohol has played a non-negotiable role in lives around the world. More than a choice, for many it’s a way of life. A powerful potion deemed suitable for both creating new memories, and erasing the ones you’d like to forget.
For a high percentage of people on this planet, it’s not a matter of if you’ll have a relationship with alcohol. It’s merely when.
But all that’s starting to change…
Younger generations are drinking less than any adults to come before. For some, it’s a choice for health. For others, control. But regardless of reason, the trend is clear – for the first time in centuries, people are choosing to question their relationship with alcohol.
For those making this choice, it doesn’t come easy. Puzzling looks. Invasive questions. Skipped parties and missed engagements. Choosing not to drink – for whatever reason - in a world soaked in alcohol leaves most feeling like an outsider.
Enter YOURS.