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...
