Gen Zers are looking for more from pubs than just real ale, beer gardens, and comfy booths. With this demographic less booze-fuelled activity than their elders, they are increasingly attracted to places that provide other offerings from iced coffee options to pub quizzes and karaoke.

In partnership with Diageo, MTV has launched Weekend Not Wasted, a web series about the benefits of dodging the weekend hangover. It's acknowledging young people's focus on wellbeing, encouraging them to consume alcohol in moderation to make the most of their free time.

Rum is experiencing a renaissance in Britain as craft producers and premium mixers have elevated the spirit from cheap student inebriator to sophisticated yet casual beverage. But what exactly do drinkers want from a bottle of grog, and how are brands and bars adapting to their expectations?

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.