New Delhi, May 30 -- It is indisputable that the way the world consumes beverages socially is changing. Patterns are changing and sales are unpredictable, especially for the wine industry. The panic button has been pressed.

But in these times of impermanence, one category is holding its own: NoLo alcohol, or drinks with low or zero alcohol made to emulate traditional alcoholic beverages like spirits, beer or wine. NoLo developed on a "sober-curious" trend and health-driven movements like Dry January, and stablilised in the aftermath of the covid-19 pandemic. When it first appeared on shelves in the 2010s, it was dismissed as a fad, but it has evolved into a category that is here to stay-and is the only one showing steady growth. Accordin...