Loads of us don't want the 'all alcohol is harmful' evidence to be wrong. I love a beer, a wine, a dram, an eau de vie.

Sadly though, the evidence isn't wrong. We have to face it.

Given another perfect solvent - polar and non-polar ends to capture water- and oil-based flavors - I think a lot of us would be happy to switch. Dealcoholized beverages made the traditional way could yield two products to sell, their usual delights plus ethanol for cooking, cleaning, preservation.

Pivoting industry is a lot harder than finding people willing to go without the intoxicant. Currently available options are seen as niche, they're costly, and most aren't on par.