Activity drinking used to involve a game of pool at a bar or a few pints at the bowling alley. But venues and event organisers are now offering good value and a full evening of entertainment by combining food, booze and social games of bingo, ping pong and crazy golf – all in one location.

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?

They don’t smoke, they don’t drink, and they want nothing more than to own a house and start a business. The kids of Generation Z may not even be 20 yet, but they've already earned a reputation as a bunch of squares. But are these digital natives really born to be mild?

Wine has a high calorie count, cocktails are sugar-laden and beer makes you bloated. There may be a huge range of healthy soft drinks, but when it comes to alcohol it’s hard to drink guilt-free. Appealing to the calorie-conscious, Lovo blends coconut water and vodka for a healthy high.