09 Jun 2020 --- The so-called “sober curious” movement is gathering pace in the beverage arena as more individuals opt to lower their alcohol intake or remove it altogether. That is, according to UK-headquartered flavor ingredients provider Treatt. As more Millennials and Gen Z consumers look to explore a lifestyle less influenced by alcohol, beverage companies are met with new challenges to cater to a new target audience with appealing and innovative flavors, the company notes.