“In the past, you might feel excluded within the food and drink space if you didn’t want to drink,” says Hutchison. “But it’s so exciting to see non-alcoholic drinks being given as much airtime, consideration and quality of ingredients as is in the alcoholic versions.” A more diverse range of options is paying off too – unlike alcohol, the no and low-alcohol category has grown consistently and the leading drinks market analysis firm IWSR predicts that, by 2024, the total volume consumption will grow by over 31% across Australia, Brazil, Canada, France, Germany, Japan, South Africa, Spain, the UK and the US.