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Is the Sobriety Shift Really Happening In WE?

Young Europeans are consuming more alcohol than before, but that doesn’t mean they completely abandoned the sobriety shift…

Written and Edited by the YPulse Editorial Team

Jan 5 2023
Western Europe

KEY TAKEAWAYS

More European Gen Z and Millennials are consuming alcohol regularly compared to last year
But the vast majority of these consumers still consider binge drinking uncool
And while their alcohol consumption frequency increased, a growing number of young Europeans are also participating in Dry January this year

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...