I don't think this is anything new. I was in some wonderful sessions in Westport, Co Mayo ten years ago where all the musicians drank fizzy water because they had to drive home and the Guards were getting serious about drink-driving. They said that after a while they realised how much better the music is when people don't drink too much, so it didn't bother them any more.

ITM will survive because it makes you feel BETTER than booze can ever do - and you don't get a hangover!