Word: beer
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These better-tasting beers have found a receptive audience among Europe's middle-aged drinkers, thanks in part to government health campaigns. "People today are more informed about health risks," says Julio Cuesta, spokesman for Heineken Spain, which owns the country's best-selling alcohol-free beers, Buckler and Kaliber. Those trying to tame their beer guts also like that many nonalcoholic beers contain half the calories of their intoxicating cousins...
Government crackdowns on drink driving are also helping sales. Spain is now the largest consumer of nonalcoholic beer in Western Europe - 8% of the beer sold there last year was alcohol-free - thanks in part to drink-driving legislation implemented...
Although the nonalcoholic sector has made merry for the past five years, future growth is far from guaranteed. The recession could force cash-strapped sippers to turn to cheaper soft drinks. (A can of Coke costs about two-thirds of a bottle of alcohol-free beer.) And despite the improvements in taste, it's unlikely that beer connoisseurs like Evans will ever become fans. "You need the roundness and fullness that alcohol brings to a beer to hold [all the flavors] together," he says...
...recent converts like Laura McNeil, a 35-year-old stay-at-home mother of three from Saltcoats, Scotland, the benefits of near beer are obvious. "I can go to a party, drink a good-flavored beer and drive home," she says. "And when my kids get up at 7 a.m. the next morning, I don't have a hangover." Now that's worth raising a glass to. With reporting by Lisa Abend / Cadaqu...
...those fears that the shady guy hogging the Beer Nuts will walk off with your idea? Riordan, on his lawyers' advice, makes people sign a nondisclosure agreement before divulging more details. Others take their chances with an honor code not to steal one another's ideas. Says Kassar: "We've never heard a complaint." At least...