A recent survey found that British Gen Z are going booze-free. 

A recent survey found that British Gen Z are going booze-free. According to alcohol education group Drinkaware, alcohol consumption among adults in the U.K. has been on the decline after lockdown-induced surges in alcohol sales in 2020 and 2021. But the group drinking the least is 16-24-year-olds, 26% of whom are “fully teetotal,” a.k.a. alcohol-free. YPulse has been tracking young consumers’ “sober-curiosity” for a while now, and our WE drinking and nightlife survey found that young Europeans are embracing the Sobriety Shift, too: one-third of young European drinkers tell YPulse they make a conscious effort to limit how much they drink, and more than two in five planned on participating in Dry January this year. This shift has led to a surge of interest in low-alcohol drinks in the past year, with booze brands creating low- and no-alcohol products, including Heineken’s 0.0 product, which became the first alcohol-free draught beer to be released on a mass scale across the U.K. earlier this year. Meanwhile, sales of low- and no-alcohol drinks are expected to rise by 22% from 2019 to 2024 in the U.K., and the global hard seltzer market is already steadily rising. (The Guardian)