Booze isn’t “cool” any more, according to Vice. Indeed, there’s been a slew of headlines over the past year or so saying something similar: The Guardian describes a “new temperance”, stating that British people aged 16 to 24 are least likely to drink, with 26% of that age group “fully teetotal”.

It’s a tricky trend for booze brands to navigate, for obvious reasons: we hear time and again about the battle across all sectors to target this lucrative Gen Z crowd – and when they’re said to be shunning a category completely, that’s got to make them uneasy.