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Sober curiousness isn’t just for Dry Jan: supermarket Tesco found that sales of low and no-alcohol beer were 20% higher in December than in January. “It’s almost become trendy, especially in young people, to moderate at these key occasions of the year — something that is very much reflected in the rising demand we are seeing for no and low drinks at Christmas,” said David Albon, a beer and cider buyer at Tesco.

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