Yes, The Sobriety Shift is Happening in Western Europe, Too

YPulse has been tracking the Sobriety Shift for a while now. Here’s what it looks like in Western Europe…   In 2019, YPulse’s Sobriety Shift trend report explored how “sober-curiosity” was rising among Millennials in the U.S., prompting many to cut back on drinking and leading to the proliferation of Dry January, the yearly ritual of abstaining from alcohol for the month to start the year off right and counteract the holidays’ overindulgence. And while YPulse research found that drinking did see a spike at the start of the pandemic as young consumers sought ways to cope with the stress and boredom of the first wave of lockdowns, we’ve since seen that the Sobriety Shift is back and stronger than ever—and is happening Western Europe, too. Our recent WE drinking and nightlife survey found that more than one in 10 of young consumers 18+ in the U.K., France, Germany, Italy, and Spain say they were worried about how much they were drinking during the pandemic, and the vast majority...