Britons are buying half-size bottles of wine in a bid to cut down on the amount of alcohol they drink. The behaviour is becoming particularly popular with Gen Y, who want to enjoy wine without having to buy a full size bottle. The solution major retailers are offering are half-size bottles.

MillerCoors has launched Two Hats – a light, fruity beer that appeals to Gen Yers' adventurous tastes in the face of falling beer sales. With research showing those who drink beer at legal drinking age are twice as likely to return to it later, Two Hats looks to start a life-long relationship with drinkers.

Gen Zers are a tricky yet intriguing generation to grasp – they’re offline-shopping, eco-conscious, genre-defying, values-defending mavericks. As they grow into adolescence and adulthood, what do Gen Zers actually think is cool and how can brands appeal to this cohort’s unique mindset?

The premiumisation of spirits hasn’t just made Britons more invested in drinking them, it’s also birthed a kaleidoscope of mixers. Gone are the days when own-brand tonic would do – now mixers are almost as important as the alcohol itself. So how are British drinking habits driving mixer innovation?