We might be introducing the odd low/no drink with our usual alcoholic tipple in an attempt at moderating our drinking. Or perhaps we’re making the move towards becoming entirely teetotal. Regardless of the individual journey, one thing has become clear and that is the concept of mindful drinking. Driving this concept is a generation of younger individuals, motivated to reduce hangovers and consider the long-term risks to their health. However, despite a younger generation fuelling this mindful drinking trend, it has become obvious that alcohol alternatives are greatly desired by a wide range of consumers.

Sainsburys and Heineken have begun the transition towards a more positive, welcoming low&no category but both the brand the retailer recognise that there is still an evolution to be continued. Moving forwards, it is important for brands, retailers, designers and grocers to continually break down the barriers between alcohol and low/no alternatives, offering a seamless transition towards moderation in-line with new consumer desires.