When the Virgin Mary pub, the latest addition to Dublin’s collection of drinking establishments, opens its doors in the Irish capital this weekend, it will be different from its competitors in one substantial respect — it will not sell any alcohol. A city that is the home of Guinness stout is about to get its first alcohol-free bar. The time is right, says Vaughan Yates, a drinks industry veteran and co-founder of the Virgin Mary. “I think we’re at the beginning of a cultural shift in terms of people’s attitudes towards alcohol,” he says. “We’re not saying don’t drink, what we’re saying is if you don’t want alcohol here is an alternative,” he says. “There aren’t many, if any, bars set up just as bars that you come into and drink just non-alcohol products. And you can drive home.” While more and more international drinks groups are offering zero-alcohol options, the arrival of the Virgin Mary is still an unusual — and some say brave — move in Ireland, a land where heavy drinking is a...

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