“With inflation still squeezing budgets, penetration has dropped across every drink category,” says Mark Dawson, Greene King category manager. “At the same time, moderation is accelerating, driven by weight‑management drugs and growing low/no alcohol options.”

Although – or perhaps because – people are drinking less, when they do partake, many are choosing higher quality, pricier products. “Shoppers are spending carefully, but they’re not trading down,” says Joanna Austin, commercial director at Thatchers Cider.