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Western Europe

Is the Sobriety Shift Really Happening In WE?

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

TL;DR

  • 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...

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