Dan Murphy, a leading alcoholic retailer in Australia, is opening its first-ever bar that will only sell drinks containing 0.5% alcohol or less. With Gen Zers continuing to minimise their alcohol intake, alcohol-free options are no longer the alternative but their main drink of choice.

As the no- to low-alcohol drinks category booms, Heineken's campaign uses history to show how conceptions of not drinking alcohol in social situations have changed. While showing societal progression, it also helps make soft-drinkers feel more at ease and accepted at social occasions.

COVID-19 has fostered an environment that has not only raised the desire to drink, but the desire to do so creatively. As lockdown measures cause Britons’ booze behaviours to shift, how can spirits brands reach them at home? And how can bars adapt to changed expectations in the ‘new normal’?

COVID-19 has accelerated a shift in boozing habits, with the closure of restaurants and pubs making at-home alcohol consumption the norm. But how are people replicating social drinking moments online, and how can alcohol brands participate in these occasions to earn long-term loyalty?