Diageo just invested in Sober Gin (0% alcohol gin and whiskey)

Why it's interesting:

• Diageo is on a spree of investing in 0% alcohol brands. in the US, drinking has gone down. Maybe they are preparing in advance in India. Or they just feel it's a good hedge strategy for future growth
• The same founder owns Samsara and Sober (both amazing brand). Quite crazy!
• I cannot for the life of me fathom why anybody drinks 0% alcohol gin or whiskey. If someone does, pls explain :p