Painful, embarrassing, and bad for productivity – hangovers are at odds with the pace of 21st century life. Morning Recovery wants to change that with its South Korea-inspired, Silicon Valley-funded, scientist-backed concoction that claims to ease the effects of drinking heavily on a night out.

While more Gen Yers are opting to moderate their drinking or go completely teetotal, research has shown that their parents have worrying attitudes towards booze. Boomers are binge drinking more than ever before, and it’s particularly worrying among older women.

Many Americans will opt for a Diet Coke or low-fat mayonnaise to be a bit healthier, but would they choose a lighter brew when drinking at a bar? Canvas8 spoke to 20 men and women from across the US to find out what situations would encourage them to order non- and low-alcohol beers.

People are cutting down on drinking – but alcohol-free booze is still regarded the ‘sensible’ option. Heineken's ‘Now You Can’ campaign uses humour to reveal the unusual places you can enjoy an 0% alcohol beer, positioning Heineken 0.0 as something to enjoy, rather than mere abstinence.