From hard seltzers to yellow wine, Chinese Gen Zers are turning to 'healthier' alcoholic beverages. In an effort to create a more wholesome drinking culture, alcohol is being transformed into a positive symbol of self-gratification and identity wayfinding.

Drinking has long been a part of Japan’s corporate culture, but a wave of sober-curiosity is challenging tradition. As teetotalers become more normalised thanks in part to high-profile non-drinkers, there’s space for brands to create non-alcoholic drinks and experiences that rival the real thing.

Embracing the American craft beer drinker's evolving taste buds, brewery Clown Shoes Beer is catering to more experimental inclinations. Pandemic stay-at-home orders have Americans craving any sense of normalcy – quirky bevs combine indulgence with the ease of cracking open a beer.

Motivated by health and wellness, and turned off by an old-fashioned binge drinking culture, Gen Yers are drinking less and on the lookout for drinks that provide a buzz, but don’t leave any regrets the next day.