An increasing number of young people wil not be celebrating Christmas with a festive tipple this year. Here, Alexandra Haider casts a revealing spotlight on the key factors fuelling a generational shift in drinking habits
From the rise of honest discussions around sobriety on platforms like TikTok and Instagram, to people simply switching up to drinking less during the week, there’s been a monumental change in the way consumers view alcohol over the past couple of years. With searches for “best zero alcohol gin” up 320 percent YoY and “zero alcohol rum” up 125 percent YoY, it’s clear many are looking for alcohol free alternatives.
Even notable celebrities have made the move away from booze. Reality TV star Spencer Matthews has founded a world-leading independent non-alcoholic spirits brand, while lifestyle journalist Millie Gooch launched Sober Girl Society – the largest community for sober and sober curious women. It’s clear the demand for alcohol free drinks and spaces is growing.
Leading youth marketing insight provider Pion recently surveyed 1,000 Gen Zers for their Youth Trends Report. The research revealed 40 percent of those aged 18-24 would consider giving up alcohol completely and almost two thirds (60 percent) would abstain from alcohol specifically for health and wellness reasons.
Many of us want (or look) to give up alcohol due to the anxiety it causes us, dubbed in recent years as the dreaded ‘hangxiety’ – and Gen Z are no different. 34 percent admitted to feeling anxious after drinking at a work event, 41 percent have experienced anxiety after drinking with friends, and 31 percent have experienced anxiety after drinking with family. Sure, alcohol can be fun in the moment, but the happiness for many is transient. The fear of ‘hangxiety’ just isn’t worth it: mental health is a big topic for Gen Z – in fact, 33 percent admit to struggling with anxiety and fearfulness (and that’s before you add booze into the equation!).
This doesn’t mean they’re boring or disinterested in socialising. It just means that the face of socialising might be changing. Wellness has a big role to play here (something we know to be closely linked with self-care and mental health) – it’s why we’re seeing run clubs explode in popularity, and consumers flocking to spaces that don’t revolve around binge-drinking.
Thanks to today’s young consumers, the ‘drunk fresher’ stereotype is quickly becoming a thing of the past: they’re less project X, more project ‘me’.
This was supported in our recent research. The 2024 Student Beans freshers predictions report revealed that 50 percent of freshers don’t plan to drink this year. A huge 71 percent would be open to doing freshers sober – a far cry from the scenes at UK universities ten years ago.
Due to the shift away from booze, Gen Z are leading the rise in consumption of low and no alcohol drinks. Guinness 0.0 was launched in 2020 and is now the UK’s top-selling zero alcohol beer, overtaking its Heineken equivalent.
Amid soaring demand from today’s Gen Z consumer base, the better-for-you beverage now accounts for three percent of all global Guinness sales. This incredible success for Guinness – and the non-alcoholic beer category in general – is reflected in Pion’s research, revealing two in five (40 percent) would consider giving up alcohol completely. More than a third (35 percent) also revealed that alcohol has triggered a negative impact on their mental health, now meaning that arts and crafts (two popular wellbeing activities) are just as popular as clubbing and bar nights for Gen Z, with one in four (24 percent) marking each as their favourite pastime.
Club Soda, the mindful drinking movement and London-based hub of alcohol-free, recently hosted its first industry conference dedicated to the future of the no and low category. The agenda was filled with inspiring speakers – and experts – from some of the biggest names in alcohol now embracing the winds of change, including Diageo, Heineken, Beavertown, Molson Coors and Majestic Wines.
Club Soda founder, Laura Willoughby MBE, said the summit’s aim was to address the barriers still in the way of the no and low category, how shared experiences are enhanced by great drinks and “teaching everyone that drinking better is possible.”
She added: “When I started Club Soda nearly a decade ago, no one talked about their drinking habits – now I overhear conversations everywhere. Drinking less is changing the definition of youth and ageing, and the trend is growing. It complements diet and fitness goals as well as underpinning our mental wellness.“
Dr Maria Knobel, meanwhile, who is the Medical Director of Medical Cert UK, believes that unlike previous generations, who often viewed alcohol as a social lubricant, Gen Z are increasingly striving for real, unfiltered connections. She said: “Social media has exposed them to both the best and worst aspects of human behaviour, often making them more sceptical of shallow or performative interactions. Studies show that many in Gen Z prefer smaller, more intimate gatherings where alcohol isn’t central to the experience.”
Dr Knobel added: “They recognise that alcohol can often detract from meaningful engagement, clouding the potential for real human interaction. In their eyes, sobriety represents a way to stay fully present and engaged, avoiding the distractions and drama that often accompany drinking.
Another layer to their sobriety is how they view their relationship with time. This generation is growing up in a world marked by instability – be it political, environmental, or economic. From a young age, they’ve seen crises unfold at a rapid pace, which has sharpened their sense of urgency around how they spend their time.
“Alcohol, with its hangovers and potential to impair productivity, is often seen as a waste of time. Gen Z doesn’t want to lose valuable hours recovering from a night of drinking, especially when they could be using that time to advance their careers, passions, or simply enjoy more fulfilling activities. This aligns with a broader ‘no-waste’ mindset prevalent in their generation, where minimalism, sustainability, and mindful consumption are common values.”
Alexandra Haider is the Senior Content Editor at Pion
