‘Let The Fun Be-GIN’

 by Victoria de Bruijn

image: daybreaker.com

Attending nightclubs, university and pubs are on the horizon for many 17-year-olds - all of which supposedly promote the excessive consumption of alcohol. However, the Sober Curious Movement - an inclusive, cultural campaign promoting reduced alcohol consumption - has been gaining momentum throughout recent years with Generation Z leading the way. Being 'sober curious' involves being more intentional about how, why, and when you drink; those involved rarely have health or addiction reasons to give up alcohol due to the inclusivity. 

‘Dry January’, which was trademarked by the Alcohol Concern Charity in the UK in 2013, is credited with kickstarting the movement as it encourages participants to evaluate their alcohol use. Ruby Warrington, a British writer, coined the term ‘sober curious’ in her 2018 book; she encourages mindfulness around alcohol with a set criteria: Why am I choosing to drink? Why is it expected of me to drink? And how is this drink going to impact my wellbeing?

Naturally, alcohol has not been completely rejected by Generation Z, however, Berenberg reported that Gen Z are consuming 20% less per capita than their Millennial counterparts were at the same age. Furthermore, a report from Innova Market Insights highlighted that one third of consumers aged 18-25 have committed to never consuming alcohol.

In 2020, the global market size of alcoholic beverages was 1.49 trillion US dollars, around 200 billion dollars lower than in 2019, but is still expected to surpass pre-pandemic revenues. With such considerable figures, it is reasonable for the industry to question why this generation is drinking less. Yet, growing up through such economic and political turbulence is destined to fabricate a necessity for more risk averse, conservative spending habits, thereby forcing a change in drinking venue for many young people. For example, drinking in homes has prompted a greater sense of self-awareness; the needs of leisure are evolving as technology improves - health, self-care and wellness are notable priorities. Blake Lively, Katy Perry and Lil Yachty have all openly abstained from alcohol juxtaposing 90’s rock stars proving that alcohol is no longer perceived as 'cool'.

Fortunately, the sober curious are not confined to staying home, lacking a social life. Sober Bars, with wide and varied options - are rising in popularity throughout major cities such as London, New York and Amsterdam. Sober Raves are also growing in popularity – 'Daybreaker' is a 'vibrant and energetic' early morning sober rave, currently taking place in 28 cities around the world. Alongside these readily accessible locations, there is the rapidly growing market of alcohol-free beverages. In 2021, 4% of all beers and spirits launched globally contained no alcohol and significant brands, such as Guinness 0.0, are heavily investing in this movement. Finally, mocktails are very popular - finding themselves on over 33% of restaurant menus (following cocktails by only 22%).

As over-consumption has exploded over the past decades (a theme many young people are becoming conscious of - whether increased debt in under 25s, the rise of sweatshops or the bloody avocado wars), indicators suggest that the decline in alcoholic consumption looks likely to continue. Hopefully, advancing to the abolition of asinine slogans such as ‘Let the fun BE-GIN’.