The pricing structure of non-alcoholic spirits has a high level of elasticity - there’s already a broad spectrum of price points which consumers are trying to navigate.

In his inaugural column for Drinks International, Branson takes a wider look at the overall non-alcoholic spirits sector to identify which brands will thrive and which won’t survive.

The non-alcoholic spirits category debuted in last year’s report, but the sector has quickly taken root and now no drinks group’s portfolio is complete without one.