January may be the most depressing month of the year for some, but for football fans it’s an exciting time; as the transfer window opens, clubs scramble to buy and sell players. To mark the occasion, Molson Coors and Sky Sports have launched Done Deal, a special edition beer.

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?

It’s a difficult time for pubs. In the nine months to December 2013, 28 pubs were closing every week, up from 18 in 2012. But research suggests there is a recipe for survival, with pubs that offer separate areas for different type of customers proving a success.

Rather than dramatically breaking into the mainstream, virtual reality has slowly acquiesced into the collective consciousness. The arena of sport, however, provides a unique opportunity for the tech, potentially transforming these perennial pastimes for fans, players and sponsors alike.