Fortune

A SOBERING REALIZATION

One startup and the alcohol industry’s big players are looking to put a cool drink in the hands of nondrinkers.
The copper distillation still.

THE ATMOSPHERE is like that of so many other product launches taking place across New York City. Waiters circle with bite-size appetizers. There are charcuterie and cheese boards. Youngish, casually dressed professionals congregate around the room’s three bars.

The only missing component? Alcohol.

Which is kind of the whole point. The event, held at culinary website Food52’s offices, has been thrown to celebrate Seedlip, “the world’s first alcohol-free spirit.”

New York’s premier mixologists (including Jack McGarry of Dead Rabbit

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