No-one who has ever had a hangover is unaware that alcohol is a poison.

But it can also be an amazing social lubricant, it pairs so well with food and it can make a night sparkle. There’s a reason that mankind’s history is deeply entwined with alcohol’s.

But water doesn't make me as happy.

I drink a lot less, and am much more weary of the dangers of alcohol now that I'm 40. However, I don't spend less on alcohol, I just drink less.

Now days I end up at really really expensive bars (usually with a good view of the Pacific Ocean or on a rooftop or something) that have weak pours.

I have no idea of my anecdote follows any particular trends, but if it does, we might expect less alcohol consumption by volume but still growth in the sector.

Edibles taking market share

Or switch to things like non-alcoholic gin or other tinctures. I cut down my alcohol consumption last year to lose weight, but especially at the end of the day or with friends, I am so sick of just drinking water, i want something sparkly, ideally with an umbrella.

However, the alcohol free mocktails have been getting better and better, so while you won't get the buzz, you at least have something fancy.

To be honest, my biggest surprise was the non-alcoholic captain morgan, tasted like real nice aged rum and is fantastic with some ginger beer.

I bet you're fun at parties.

We are absolutely seeing a downward trend as Millenials and younger are drinking less (though other substances are definitely replacing the booze). The fewer beverage companies, the better. However I am seeing places like bars add a selection of non-alcoholic drinks to their menus to help counter this. The market will be fine, the people will be better.