The popularity of sober bars is growing in New York City as American alcohol consumption declines amid rising demand for non‑alcoholic drinks.  Manhattan East Village's Hekate is an alcohol‑free bar, known for its distinctive atmosphere and community-focused approach. As millennials and Gen Z increasingly choose low and no alcohol lifestyles, venues like Hekate are testing whether sober nightlife can become a sustainable business model. Bar owners and nightlife experts say creativity could determine whether these businesses survive. 

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