When Ruari Fairbairns cofounded drinking moderation start-up One Year No Beer five years ago, the range of alcohol-free alternatives was meagre. Now, he says, it is “totally transformed”.

Low- and no-alcohol drinks were gaining ground before the pandemic and despite the stresses of a turbulent year, drinkers have kept buying them. Resilient sales have spurred big-name spirits and aperitif brands such as Gordon’s and Martini to launch sober alternatives. ..

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