Alcohol consumption among young consumers went through different phases in recent years: drinking did see a spike at the start of the pandemic as young consumers were looking for ways to cope with the stress generated by all the lockdowns, and stay-at-home orders. But last year, YPulse’s data shows that the Sobriety Shift was back, and stronger than ever among young Europeans—with headlines such as “Gen Z putting the brakes on U.K. drinking culture” or “Gen Z for zero tolerance” exploring the trend. As we enter 2023, it is worth checking if the Sobriety Shift is still trending in Western Europe, and what drinking habits are young consumers in this region displaying. We compared the evolution of daily / weekly consumption of alcohol in the past two years, and found an interesting shift: Regular alcohol consumption is increasing among European 18-39-year-olds YPulse’s recent Nightlife & Drinking Report reveals that more young Europeans are consuming alcoholic beverages regularly than they did the year prior. Comparing the data year-on-year shows that in 2021,...