Recent years have seen the growth of a rapidly expanding market of No- and Low (NoLo)-alcohol drinks in high-income countries where drinking rates are declining, particularly amongst young people. This chapter considers the current state of the field of research into NoLo consumption, drawing on original primary research in the UK to highlight examples of the ways in which these products are being used by young people and their motivations for consuming them. The chapter demonstrates how—for young drinkers—NoLos use is shaped by enduring neoliberal imperatives to drink discerningly, responsibly and in moderation, to be productive and get ahead in ‘hustle culture’ and to take personal responsibility for one’s health and well-being.