What’s fueling this teetotaler movement? Look to Gen Z-and, increasingly, Millennials. ![]() It’s a win-win.” The taste of a new generation I still get to try new things, drink sophisticated beverages, get good sleep, and feel my best every day. These products have been a huge gift for me. That timing just happened to coincide with the explosion of amazing alcohol-free products. “When I decided to give up the booze, I didn’t want to lose the fun. I love trying all kinds of beverages-but what was once a ‘fun’ way to experience culture grew into a drinking habit that wasn’t serving me,” adds Styll. “ I grew up in Nashville but spent 14 years living overseas. Although Nashville’s gained notoriety for the brigades of boozy bridesmaids hanging out of party barges, there’s an increasing demand for a spirits-free scene that starkly illuminates a growing divide between Nashville’s drive for Vegas-style tourism and locals’ interest in a hangover-free good time. Her decision to go all-in on an NA bottle shop was a timely gamble. ![]() A happy hour with a local sound bath speakeasy, HAUM opened the doors to more sober-curious collaborations, including a speed-friending event with vintage goods purveyor Retro Vibe and a cocktail party with Curious Elixirs. Styll, who opened the first non-alcoholic (NA) store in the city earlier this year, partners with other local businesses to get in front of new audiences and preach the gospel of zero-proof or alcohol-removed beverages. “My dream is for us to unite, grow, and normalize having a good time without booze. “ Nashville has become such a drinking town, but there is a counter-culture of those who are choosing a new way,” Stephanie Styll, owner of bottle shop Killjoy, told Observer.
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