One in five Gen Z abstain from drinking alcohol

Dry January seen as outdated by Gen Z as many embrace ‘Year-Round Sober Lifestyle’…

New research reveals that one in five Gen Z adults in the UK abstain from alcohol entirely, with an impressive 70% of 18–24-year-olds open to exploring a sober lifestyle. The study, commissioned by pub and brewing giant Greene King, provides fresh insights into the evolving drinking habits of younger people. It highlights a clear generational shift away from traditional alcohol consumption patterns, with many adopting year-round moderation or complete abstinence in place of month-long campaigns like Dry January.

This trend emerges as 22% of UK adults prepare to participate in Dry January 2025. However, for many in the Gen Z demographic, the month-long abstinence campaign is viewed as unnecessary or outdated. Instead, younger generations are embracing more flexible and consistent drinking habits throughout the year, which naturally reduces their alcohol intake. This shift signals a decline in the need for temporary challenges like Dry January, which many see as less relevant to their modern approach to health and wellness.

The findings also reflect significant cultural changes in how alcohol-free living is perceived. A third of survey respondents (33%) believe that the UK’s drinking culture has become more inclusive of non-drinkers over the past five years, with over a quarter (27%) stating that they now feel less social pressure to consume alcohol when out with friends or family. Additionally, more than eight in ten Brits report that their friends and family would support them if they decided not to drink alcohol, reflecting a shift towards greater acceptance and encouragement for sobriety.

The availability and quality of alcohol-free options are also playing a critical role in this transformation. Nearly half of all UK adults (46%) report that the low- and no-alcohol drinks now available are more appealing, with this figure climbing to 52% among Gen Z respondents. Innovations in the sector have made it easier than ever for individuals to enjoy a drink-free experience that still feels social and satisfying.

Recognising this shift, Greene King has partnered with CleanCo, the alcohol-free spirit brand founded by British TV personality and entrepreneur Spencer Matthews. Known for its sophisticated range of alcohol-free alternatives, including Clean G (gin), Clean R (rum), and Clean V (vodka), CleanCo creates high-quality drinks designed to match their alcoholic counterparts in taste and experience. As part of the partnership, Greene King will offer 10,000 free Clean Cocktails at its pubs nationwide throughout January. Customers can claim these cocktails by visiting the CleanCo website and downloading a voucher to present at participating locations.

Spencer Matthews’ personal journey mirrors the wider societal shift towards sobriety. Once known for his high-profile partying and excessive drinking, the former Made in Chelsea star made the decision to quit alcohol in 2018 after realising its destructive impact on his relationships, career, and well-being. Matthews has openly spoken about the moment of clarity that led him to change his lifestyle, transforming his relationship with alcohol and embracing a healthier, more balanced way of life. His story highlights how the choice to step away from alcohol can lead to profound personal growth and a renewed sense of purpose.

Motivated by his experience, Matthews founded CleanCo to address the gap in the market for sophisticated, alcohol-free alternatives. With its award-winning range of products designed to replicate the taste and experience of traditional spirits, CleanCo has become a global leader in the alcohol-free movement. Matthews’ mission is to make not drinking as normal and enjoyable as drinking, aligning perfectly with the growing demand for inclusive social spaces like pubs that cater to both drinkers and non-drinkers alike.

Spencer Matthews, a Guinness World Record holder and a leading advocate for the sober-curious movement, founded CleanCo in response to the limited options previously available for non-drinkers. The brand’s collaboration with Greene King showcases a growing demand for inclusive pub environments that cater to all preferences, whether customers choose to drink alcohol or not. The cocktails available as part of the promotion include creative twists on classics, such as the Clean Pineapple Spritz and the Clean Elderflower G&T, offering a diverse range of alcohol-free choices.

Geographically, the shift is most pronounced in Norwich, which leads the way as the UK’s most sober city. In the East Anglian hub, 26% of residents report they do not drink alcohol at all. Other cities seeing a significant move towards sobriety include Portsmouth (19%), Southampton (17%), and Liverpool (14%), highlighting a broader trend across the nation.

This sober movement coincides with a broader evolution in the nation’s pub culture. While pubs have historically been seen as spaces for drinking, the majority of patrons today visit them for meals (64%), socialising with friends (60%), or spending quality time with family (46%). Only 42% of pub-goers now cite drinking as their primary reason for visiting.

The survey reveals that six in ten UK adults are willing to visit a pub for a no- or low-alcohol drink, with the figure rising to 66% among Gen Z respondents. This openness to sober socialising reflects the changing expectations of pubs as inclusive spaces catering to diverse preferences.

Survey of 2,000 UK adults conducted by Onepoll, December 2024