You know those times when you fancy a beer but know you'd better not because maybe your head isn't quite happy or you need to have some energy left afterwards or you want to be functional the next day? Try alcohol free beer! Yes it's disgusting but get over it. When you have a psychological need to keep drinking with your friends but want to stay functional it can fill in the desire. Best of all, unlike alcoholic beer, when you tell yourself this'll be the last one they're so unappealing that it really is the last one. Try higher end ones like German Weissbrau Erdinger or fine Scottish Bredog Nanny State; I hear even Innis and Gunn have launched one. Alcohol Free Beer: for when the psychology is more important than the taste.