Washington D. C. (Marketplace-NPR Affiliate) —Sponsor Budweiser is taking the opportunity to showcase its nonalcoholic offering, Budweiser Zero at the World Cup. ”Now, she said health-conscious young people are increasingly “sober curious.” “And they’re willing to spend on specialty drinks that help them celebrate or unwind”, according to Caleb Bryant, a beverage industry analyst with Mintel. “Consumers are wanting premium substitutes to alcohol, something that looks and maybe even tastes like an alcoholic beverage but are a healthier alternative.” Bryant added that these brands could suffer if the economy slows and sends consumers looking for value. Club soda and lime anyone?

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