The news: Online grocer Thrive Market will no longer sell alcohol on its marketplace in response to shifting consumption habits, the company told CNBC. Instead, it plans to “double down” on zero-proof drinks with a selection of over 20 brands and 100 products, CEO Nick Green said.

The rationale: Thrive Market likened the slide in alcohol consumption to the “paradigm shift” that led to smoking’s decline in the US.

• Its decision to ditch booze “is aligned with where science and where we think attitudes among health and wellness consumers [are] shifting,” Green told CNBC. “Alcohol is not the future.”
• For the first time, a majority of US adults believe moderate alcohol consumption is bad for one’s health, according to Gallup.
• At the same time, the percentage of US adults who report consuming alcohol is now at 54%, the lowest level since Gallup began tracking the metric in 1939.

Our take: Going all in on the sober-curious movement is a savvy move for Thrive Market, given its focus on organic and healthier products. Demand for nonalcoholic products like alcohol-free beer is soaring, driven by younger consumers as well as the better-for-you movement.