"While Gen Z is lauded as the sober curious generation, they're not alone. 56% of UK adults in 2024 are actively cutting back on alcohol, up 50% from 2023. For Gen X and older millennials, it's about health, longevity and energy. We have the financial power to support this category, spending on premium alcohol-free alternatives that give us the experiences we've come to love."

What's the difference between active versus passive moderation approaches, and might one work better than the other?

If you haven't taken the Low/No-&-Light Drinker Personality Type Quiz yet, this post should answer every question you have about it…

A quarter of UK drinkers are alternating between alcoholic and alcohol-free drinks when they visit pubs and bars, according to a new...