The Big Number: 0%

Craving a spritz? There’s a nonalcoholic aperitif for that. Missing your “Sunday Night Football” pint? Even stalwart brewers like Heineken offer 0 percent beers. Looking to shake, or stir, an elaborate mocktail? Nonalcoholic gin, tequila and whiskey are probably available at your local grocery — or even liquor — store.

The ever-widening array of no-spirit spirits reflects a booming industry. According to IWSR, a firm that tracks beverage alcohol trends, global retail sales of no- and low-alcohol products reached more than $13 billion in 2023.

Ritual Zero Proof, an alcohol-free spirits brand and online retailer, said on Wednesday that it was selling a bottle every 50 seconds, beating its rate from last January.

Despite the company’s strong sales, its co-founder, Marcus Sakey, said he was somewhat ambivalent about the annual tradition of avoiding alcohol during the first month of the year. He said the interest in his products was evidence of a broader cultural shift that transcends Dry January.

“When we first told people what we were making and selling, the first question was always, why?” Sakey said of the response to the company in 2019. “At the time, there was an idea that we were against drinking and we were trying to tell people how to live their lives.”

Now, as more people dabble in sobriety, or identify as “mindful” drinkers and “sober-curious,” trading in a martini for a nonalcoholic tipple carries less stigma, he said.

By way of further evidence of how normalized it has become, a mocktail these days may cost almost as much as a regular cocktail.

Nonalcoholic spirits can retail for $40 a bottle, and at some upscale bars in Manhattan, a zero-proof cocktail can cost $26 a glass.