With a growing number of individuals (particularly Gen Zers) favouring non-alcoholic drinks and embracing sober socialising, British beverage brand Lucky Saint is reminding people that the alcohol-free choice should be an appealing alternative, not just a second-rate option.

Non-alcoholic beer brand Cold Ones has released a campaign encouraging drinkers to ‘enjoy irresponsibly’. Speaking to growing sober curiosity, the ad plays on responsible alcohol consumption taglines while challenging stereotypical ideas that sobriety equates to a lack of fun.

With conscious consumption on the rise, non-alcoholic beverages are becoming a staple in Australia. Kakadu Kitchen and ALTD Spirits crafted a zero-alcohol bellini made with native peaches sourced by an Indigenous community in Kakadu to appeal to consumers whose lifestyle choices echo their values.

While France remains enamoured with wine, beer, and spirits, its consumers are increasingly reducing their alcohol intake in a bid to keep their health in check. What are the factors affecting this changing attitude towards booze? And how can brands capitalise on this shift?