Developed with botanists, distillers and historians, Seedlip claims to be ‘the world's first distilled non-alcoholic spirit'. The brand hopes to solve the ‘what-to-drink-when-you-are-not-drinking’ dilemma with its spicy, citrusy beverage. Considering that moderate is the new cool, can it change drinking habits?

While excessive drinking is often associated with younger adults and students, polls are showing a dramatic decline in alcohol consumption amongst young British adults, with one in four 16- to 30-year-olds claiming they never drink alcohol. Why not?

Craft beer has emerged as a strong industry contender in recent years, with microbrewery founders across the world getting down to business, trading their ‘staches for snappy suits. But now that major players have entered the game and hipster appeal has diminished, will it still be cool?

You would be forgiven for thinking that a pint of IPA and the Downward Dog don’t have much in common. But a relationship between the two has been brewing since 2011, and now in North Carolina-based Soaring Ridge Craft Brewery, yoga fans are encouraged to practice with a pint by their side.

The Brink in Liverpool actively markets itself as “Britain's first dry bar”. Given the spate of anti-drink messaging in the media, this represents a wider market opportunity for brands aimed at health-conscious Brits.

While Gen Y binge drink their way through their 20s, Gen X are quietly knocking back the chardonnays. From stressed out city workers to busy mums, alcohol helps us all wind down. But where is the line between enjoying a glass of two of wine and alcohol dependency?

Individual freedoms are at the heart of Western society, but with economies reeling from greedy bankers, healthcare costs rising, and citizens outraged over media ethics, a new aspiration of control and responsibility has emerged.

Brits are drinking less – a drop of 16% from 2004 to 2012 – and even 16- to 24-year-olds aren’t bingeing like they once did. Rather than boozing at the pub, they're pouring a perfect pint at home. But why have drinking habits changed? What does it mean for pubs and beer brands?