Wine has a high calorie count, cocktails are sugar-laden and beer makes you bloated. There may be a huge range of healthy soft drinks, but when it comes to alcohol it’s hard to drink guilt-free. Appealing to the calorie-conscious, Lovo blends coconut water and vodka for a healthy high.

From the gym-goer swigging her mineral water to the Diet-Coke-a-day ritual, Brits love their soft drinks. Choice is ever increasing and the market is valued at £15.6 billion. As people become more health-obsessed, Carlsberg hopes to reposition non-alcoholic beer as a credible premium alternative to ice tea and soda. But will it work?

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?

They drink less, smoke less and are focused on their future prospects. Gen Z are more sensible than their Gen Y elders, and as they enter university, the student lifestyle is changing. Student Unions no longer centre around cheap beer, but are social hubs for coffee and academic clubs.