In the middle of Dry January, many people are trying to keep the festive cheer alive, all while staying sober. No- and low-alcoholic beverages are increasingly popular and the industry's biggest players are scrambling to find ways to profit from the trend. But how long will the buzz last? In this edition of People & Profit, FRANCE 24's Charles Pellegrin talks to two entrepreneurs from the sector. Jonathan Dubois is the founder of Goxoa, a French zero-alcohol beer brand specifically marketed towards athletes and the winner of the gold medal for the best non-alcoholic beer at the European Beer Challenge. Also joining us is Paul Mathew, the founder of Everleaf Drinks, a British company that produces sustainably sourced non-alcoholic aperitifs.