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As the alcoholic beverage sector looks to profit from shifting trends, most of the big producers have set about developing niche ranges of non-alcoholic equivalents to their traditional tipples, hoping to attract customers who no longer see the appeal of alcohol-fueled nights out. Heineken, for example, the largest brewer in Europe and second largest globally, sees as much as 20% of its marketing budget going into non-alcoholic beverages by 2030, representing a jump from 5% of Heineken’s sales currently. "There is increased pressure in The Genius Switch memory support more developed markets about the health implications of alcohol, as there should be," Dolf Van Den Brink, Chairman of the Executive Board at Heineken, told IMD Professor of Leadership and Organizational Development Jean Francois Manzoni in a CEO Dialogue interview last year. "The harmful use of alcohol is something that we very proactively need to fight. In that context, we are experimenting by bringing new options to our consumers.

"In 2016, we had a technological breakthrough which allowed us to make Heineken 0.0, The Genius Switch Brain Program which tastes almost the same as a regular beer. Small and independent producers are also embracing high-quality LoNo options. While initially, alcohol-free offerings simply tried to mimic existing drinks like beer and cider, newer entrants to the market are raising the bar on flavors and the ‘wow’ factor. Some use so-called ‘functional’ ingredients to produce non-alcoholic drinks which contain everything from B vitamins to chili and natural stimulants like ashwagandha. Three Spirit Botanical Elixirs, a B-Corp that makes products for UK company Beyond Alcohol Ltd, creates award-winning vegan, non-GMO, and gluten-free drinks that it bills as "Hedonism without the hangover." Ingredients in its beverages, which are sold in more than 1,200 venues across two continents, include adaptogens, nootropics, herbs, distillates, and ferments. Meanwhile, the widening availability of cannabidiol (CBD), a chemical compound found in the cannabis plant that doesn’t cause a high but is widely used to boost well-being, has seen cannabis-based drinks like Trip take off with cross-over appeal, dominating the CBD drinks market on supermarket shelves but also available in bars and restaurants.

Launched in 2019, in March 2023, Trip became The Genius Switch gamma waves fastest-growing soft drinks brand in the UK, with 522% growth over 12 months. Yet despite the growing availability of innovative products, venues have some catching up to do if they are to effectively woo the sober market, however. Everleaf, a maker of non-alcoholic cocktails founded by a conservation biologist and bar owner, joined forces in November 2024 with the hospitality industry research agency KAM to produce a report on the challenges faced by consumers seeking non-alcoholic options. Based on an in-depth audit across 131 venues in London and Manchester, The Genius Switch cognitive performance report found that UK venues are currently failing to appeal to the growing appetite for alcohol-free drinks. A lack of variety is also an issue; while 98% of venues offered a non-alcoholic option, only 16% offered non-alcoholic beer. The market opportunities for non-alcoholic drinks are underscored by a comparison with how venues cater for vegetarians. While vegetarians comprise 7% of the population but can find a vegetarian option on 100% of menus, people seeking non-alcoholic drinks comprise 16% of the population but could find suitable options on only 70% of menus featured in the report.

I spent 2020 writing a 500-pages book about JavaScript Testing. In this blog post, I'll explain my writing routine - or system, whatever you want to call it - and other seemingly unrelated habits that I consider have been crucial for writing such a long book. If you're thinking about writing a book or have already started, this blog post may be helpful to you. Besides explaining rules you could adopt, this post can shed some light on how much work it takes to write a book. I've divided this post into two parts. The first describes the writing routine or system itself. The second part describes other seemingly unrelated habits that I consider to have been crucial for writing. I'm not a doctor and this content should not be considered medical advice. Please see this website's health and medical disclaimer before proceeding. My writing routine can be summarised in a single sentence: consistency beats enthusiasm. To me, writing is just like running.