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.

In a bid to reduce drink-driving over Christmas, Budweiser is launching a non-alcoholic beer in partnership with the Department for Transport, to encourage Britons to get home safely. By positioning itself as a more inclusive brand, Budweiser is catering to the growing shift for moderation.

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?