Convincing yourself you don't have an alcohol problem when you are out with friends every night is one thing. Trying to accomplish the same persuasion when you are locked in your apartment with just your cat for months on end is much more challenging.
It would seem to me a person typically has 2 paths they can explore at that point: Go deeper into the rabbit hole, or GTFO.
I've noticed this as well, as a few of my friends don't drink, or drink very little. Even just ~5 years ago, I think it was pretty rare to see a dedicated non-alcoholic section on a cocktail menu, with several interesting, flavorful options. But now it's... well, not quite standard, but pretty common, at least where I live.
At least in NYC that's when we saw the first non-alcoholic "liquor" stores emerge. Because people still want a sophisticated treat to sip to mark the end of the day.
https://www.nytimes.com/2021/10/14/nyregion/dry-stores-non-a...
Non-alchoholic=yes. Liquorous=no. Sophisticated? I have no idea.
Mine has had a non-alcoholic wine + spirits section growing steadily over the past 12 months from a couple random bottles, to a full floor-to-ceiling section of 40+ options.
Can confirm, that's how it went for me and at least a few friends who I've talked to about it. I went from rarely drinking to heavily drinking to now drinking even more rarely. I let it get way too out of control (mostly in frequency, nothing life-destroying or dangerous to anything/anyone but my body potentially) and even after admitting it was an issue it took a while before I kicked it. Glad I did. It made me look at drinking in a whole new light, especially about just how pervasive it is in society. The joke I've heard a number of times before along the lines of "It'd never get approved if it was introduced today" feels pretty apt. Even something like marijuana seems many times safer than alcohol.
Also we have SO MANY breweries/wineries/distilleries options etc... so I think there was already a bubble.
Maybe the “hip” crowd is losing interest in microbreweries and drinking culture, while the “struggling” crowd has increased drinking. And the types of alcohol which appeal to each is different.
Totally hypothetical here, as I have no data behind this at all.