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2025
New Beginnings
The goal is to break down the social stigma of sobriety and encourage Gen Z to consider the non-alcoholic version of Roku Gin.
Roku Gin - Suntory global spirits
Almost two-thirds of consumers aged 18-24 have said that they worry about the emotional impact of
alcohol, while a similar number reported that they would like to learn more about drinking mindfully.
Encourage Gen Z to find a new appreciation for the little things in life, reshaping the idea of a good night out and focus on the positives of sober-curiosity. Imagining a world of senses with a clear mind, noticing the finer details.
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