"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?

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