Motivated by health and wellness, and turned off by an old-fashioned binge drinking culture, Gen Yers are drinking less and on the lookout for drinks that provide a buzz, but don’t leave any regrets the next day.

Keeping an eye on their alcohol consumption, a growing number of people are opting for low- or no-alcohol drinks – and the indulgence of holiday season festivities will boost this behaviour in January. Acknowledging these changing drinking habits, Heineken has developed a zero-alcohol draught beer.

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?

Invigorated with the promise of a fresh start and a desire to prioritise health and wellbeing, a record number of Britons are giving ‘nolo’ drinks a try. Dry January 2021 is set to be the biggest one yet, with many people seeing the pandemic as a chance to reset and become a better version of themselves.