What do people want from low- and no-ABV drink choices? Why are people getting curious about discovering untold food histories? How are meal times changing to meet new priorities in our busy lives? What’s driving the desire for humour in how we think about food and drink?

Working to dismantle social expectations in the name of self-improvement, sobriety is the health movement piquing Gen Zers' interest on TikTok. As younger cohorts grow discerning of the behaviours underlying their drinking habits, brands can think about mindful or sober-curious consumption.

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.

As the number of Britons ditching alcohol for health or social reasons surges, players from across the drinks industry are rushing to offer sober alternatives. Æcorn, the sister brand to non-alcoholic spirits label Seedlip, is filling the gap for booze-free aperitifs that pair perfectly with food.