“Our report shows there is huge potential for operators and suppliers to capitalise on the growing number of moderators. With even more people likely to cut back on booze after the Christmas excesses, producers, operators and suppliers are queuing up to jump on the opportunity with an ever-increasing range of no and low alcohol alternatives. With many consumers eager to trial them out of curiosity, along with the evident health drivers associated, the challenge will be to build loyalty and repeat trial in a market where it is increasingly hard to stand out.”