Australian Vintage has launched a non-alcoholic wine that is geared towards young people who are not drinking as much as previous generations. Rather than shy away from the fact that it's an alcohol-free alternative, the product line emphasises pride in not drinking and shouting about the fact.

Heineken 0.0 features prominently in Marvel's ads for Ant-Man and the Wasp: Quantumania, attempting to capture the attention of those avoiding alcohol. With Dry January participants dwindling and low-alcohol options losing their appeal, the brand is banking on a fun, superhero-themed pivot.

Michelob Ultra is set to become the most popular beer brand in the US by 2027. It has become a go-to beverage by identifying an audience of drinkers who are looking to balance their consumption with healthy and active lifestyles. What does its success say about shifting drinking habits?

Heightened health concerns are prompting some people to adjust their drinking habits by dabbling in no- and low-alcohol beverages. After tracking this behavior in our Eating and Drinking Sector Snapshot, Canvas8 spoke to 11 Americans to see what would tempt them to try sober options.