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According to Hindu customs, warriors and kings may only imbibe on special occasions, while Brahmins must remain teetotal.

These individual choices are part of an overarching social shift making, as NPR put it, “teetotaling trendy.”

Whether teetotaling, temperance or virgin, they’re just drinks, after all — though I suppose their intricacy beyond fresh-squeezed juice demands we label them something nobler.

"For me it was important that once I retired from international netball I didn't just go teetotal and stop completely. I really wanted that transition out," Mentor told BBC Sport.

Several ministers have indeed distanced themselves from the call for a teetotal month, saying they preferred to encourage moderation rather than an outright booze-fast.