Big Drop Brewing Co. is catering to Britons who want the taste of booze, but without the units. It’s bringing the craft movement to the low- and no-alcohol segment of the beer market, offering those who are cutting back a spectrum of flavours so they don’t have to settle for lemonade or cola.

More than half of British drinkers believe that drinking a low or no alcohol beer has become more socially acceptable. As notoriously boozy Britons realise the benefits of cutting down, the dynamic range of low or no alcohol brands and shifting attitudes are making it easier than ever to go teetotal.

In the ‘90s, it was pretty common for teenagers to spend their weekends attempting to strawpedo bottles of WKD. But times have changed; over the past decade, the number of teetotal 16- to 24-year-olds in Britain has risen 40%. And after the UK government’s blanket ban of legal highs, who knows how today’s freshers are getting their kicks.

As people wake up to the mental and physical health benefits of ditching alcohol for good – or even just temporarily over Dry January – they’re on the hunt for alternative drinks for nights out. Gone are the days when ordering a Coke or orange juice at the bar would suffice – today’s teetotallers are looking for beverages that have more to offer than a simple lack of alcohol.