Carlsberg is pouring $4.2 billion into a deal with Pepsi and Lipton distributor Britvic as Gen Z shies away from alcohol

a row of 3 bottles and 1 can lined on a table (Credit: Hollie Adams—Bloomberg/Getty Images)

The trend of people rejecting alcoholic drinks in favor of their non-alcoholic counterparts has been afoot for a while. 

While the burgeoning “moderative movement” among the next generation could threaten alcohol companies' bread-and-butter, it has also opened up new avenues to cater to people’s changing lifestyles and preferences.