“I’d love to help you if you would open up and receive the help,” wrote Trace, who said he has been alcohol-free for more than a year.

The drinking culture is experiencing a shift as well: Drinks are referred to as being “alcohol-free” instead of “nonalcoholic,” mocktails are becoming more commonplace on menus, and dry bars that don’t serve alcohol are popping up across the country.

Currently 10% of the French beer market is alcohol-free.

Promoters of alcohol-free wine make much of the notion that it allows non-drinkers – who used to feel excluded – to join in the wine-banter.

While in 2019, the alcohol-free section in Asda in Cwmbran was wrongly translated to "free alcohol".