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.

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?

Two-thirds of Brits claim that alcohol isn’t important to their social life, but many city workers still enjoy a tipple or two after office hours. Alcohol-free campaign group Club Soda is hoping to encourage workers to swap pints for mocktails in a bid to cut down on the city’s drinking culture.

Often associated with pub chains and cask ale, England’s oldest breweries are adrift in the country’s growing beer market. As craft producers and multinational behemoths compete to edge traditional brewers out, how are old-school stalwarts adapting to the demands of discerning punters?