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Heavy marketing can make it seem that alcohol drinking is essential in pleasure when it really only plays a bit-part, and often a negative one. We might benefit from a more open, creative approach, as outlined here.
https://alcohol-review.com/story/the-case-for-pure-free-time-hedonism/
"Brewers and distillers are better set up than tobacco manufacturers: They have wisely already moved into low- and no- alcohol beverages," says Bloomberg. AR It's hard to see a non-addictive product filling the commercial shoes of an additive one @opinion
https://www.livemint.com/companies/news/dry-january-is-the-least-of-big-booze-s-problems-11739770094145.html