Tim Naimi, one of the co-authors of that report, noted that males who consume two drinks per week have a 1 in 25 chance of dying prematurely from alcohol. Naimi said he had hoped that guidelines would be tighter, calling for no more than a few drinks per week, or no more than one per day for men and women.

Owner Zane Curtis said Monday Morning is redefining what non-alcoholic drinks can be, pushing beyond the sugary “mocktail” stereotype.

At this zero-alcohol cocktail bar in Salt Lake City, the drinks may be alcohol-free, but the craft is very real.

The change has posed an existential threat to Austin-area bars and restaurants that have historically depended on alcohol sales to make ends meet — and that have seen a dip in consumption in the post-holiday months long before Dry January became a trademarked term in 2014.

Zero Cocktail Bar started as a patio project in Toronto. Now, it’s known as the first alcohol free cocktail bar in Canada.