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?

With two-thirds of 16 to 24-year-olds claiming that booze isn’t important to their social lives, the stereotype of young drinkers is changing. For the emerging moderation movement, Heineken 0.0 is a non-alcoholic beer that promises the same great taste as its boozy counterpart.

Fancy a refreshing glass of algae? Far from pond water, Austria-born Helga contains chlorella algae, which means that instead of an unhealthy sugar high, this soft drink promises to detox drinkers from the inside out. As it prepares to enter the UK, are young, healthy Brits ready to go green?

With health and fitness trends on the rise, you'd be forgiven for thinking that boozing is set for a terminal decline. Yet that’s not the case; the majority of Americans knock back four drinks a week. So what's the future of alcohol consumption? And are we all going to become teetotal?