You’ve probably heard the news about Gen Z (those born between 1997-2012) drinking less alcohol, and the same for Millennials (1981-1996), but did you know that Gen X, those born between 1965-1980, may be becoming a generation of non-drinkers too?
Research from research agency Censuswise and drinks brand Eisberg shows that one in five Generation Xers are completely teetotal and over a third are ‘sober curious’ or cutting down on booze. This age group of Brits, between 43-58, is the biggest buyer of wine but increasing numbers are admitting to suffering memory loss, embarrassment, and fatigue after a night of drinking. As a result, 31% of them are drinking less than they were this time last year.
Of course, these hungover symptoms are nothing new. Indeed, many of us will be over familiar with them! But this turn away from alcohol is new, as drinkers are undergoing a trackable attitude change to drink. This change appears to get stronger as the generation gets younger, with under a quarter of Baby Boomers (1946-1994) trying to cut down, but significant rising numbers of teetotallers amongst Millennials and more noticeably, Gen Zers.
Now, most people (particularly after a heavy night) have said, ‘I’m not drinking again’ or something similar, only to find themselves in a similar situation sometime later, so does it actually mean anything when people say they’re planning to cut down? Well, half of Gen X have actually tried alcohol-free options, so they’re putting their money where their mouths are and trying the flurry of No-Lo brands, such as Eisberg themselves. Part of this willingness to try these options appears to be the increase in quality, as 28% say they believe the options have become more appealing. We’ve seen this ourselves – where options used to be extremely limited, there is now innovation and research, resulting in way more exciting No-Lo drinks.
As people become more conscious of issues around wellness, the demand for alcohol alternatives has increased, and so has the research and development of drinks brands in turn. Whether this trend will continue in the same direction no one knows, but if it does, it will be the end of drinking culture as we know it.
If you feel like you want to try a No-Lo alternative for your favourite drink, then we’ve got a couple of guides here and here with suggestions.