Nearly half of young adults are turning to low or non-alcoholic drinks - with the number nearly doubling since 2018. To understand why Gen Z has been making this clear-headed decision you need look no further than the “sober curious” movement - with social media influencers promoting the benefits of a booze-free lifestyle. Excessive drinking was once seen as a right of passage in early adulthood – so what’s changed? And as the pub industry already faces significant challenges – how can it adapt