YELLOW’s ‘The Future of Not Drinking’

We are at a crossroads as a society as it relates to our relationship with alcohol. People are drinking more in the midst of this pandemic and yet younger consumers are drinking at a much lower rate than previous generations. There are a plethora of new nonalcoholic beverage brands & even the old stalwarts are doubling down as that industry will grow to be $30B+ by 2025. People are not drinking for a whole host of reasons and there truly is a spectrum of non-drinkers out there whose stories & lives we will explore. Brought to you by YELLOW, a brand for anyone who is “Currently Not Drinking.”