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  • Teetotal grown-ups are seeking a posher pop
  • Teetotal grown-ups are seeking a posher pop
    Thomas Hawk, Creative Commons (2008) ©
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What makes an adult soft drink?

Soft drinks are no longer just something to keep the kids quiet while the grown-ups quaff wine. There’s a new market opening up that’s far more sophisticated than just carbonated sugar water. But what can brands do to capitalise on alcohol moderation? And what do teetotallers look for at bars?

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