Teetotal for a year: why waking up to low and no is the trade's biggest challenge

The driest month of the year is almost over. But as the trend for drinking less but better – or not at all – continues into 2019, many consumers will be planning to moderate well into February and beyond. Changing drinking habits is something we can no longer ignore, says Hugh Jones, former prestige sale manager at Mentzendorff and now head of sales at Lucky Saint, which produces a 0.5% beer. Reporting for Harpers, Jones explains why he has vowed to go teetotal for a year with the aim of exploring what trade needs to do to stay relevant – while also making the most of the opportunities in the ever-evolving drinks industry.