Once dismissed by most and consumed mainly in situations where alcoholic beverages were off-limits, the no-and-low alcohol category has gained significant market prominence in recent years, with sales growth outpacing traditional alcoholic drinks. Moderation now appears to be key, with low-and-no alcohol options playing a crucial role in consumers' evolving lifestyles. But is this shift just a passing trend, or has the low-and-no alcohol category become the 'new normal'?