Britain’s drinking culture is transforming as the stigma surrounding alcohol abstinence fades and the price of a pint climbs ever higher. What are teetotallers and moderate drinkers choosing to consume in social situations? And how are pubs and bars keeping punters coming back?

As the number of Britons ditching alcohol for health or social reasons surges, players from across the drinks industry are rushing to offer sober alternatives. Æcorn, the sister brand to non-alcoholic spirits label Seedlip, is filling the gap for booze-free aperitifs that pair perfectly with food.

Whyte & Mackay have launched a 'light' spirit drink – a low-abv product that hopes to appeal to consumers who want to reduce their alcohol intake. As people are looking for low or non alcoholic drinks alternatives, the brand is catering to the market with a sophisticated, adult-friendly offer.

With health-consciousness on the rise and people increasingly seeking experiences over booze alone on nights out, the low- and no-alcohol segment is booming. In response to changing drinking habits, William Reed is launching a specialist trade show that will only feature such beverages.