The Guardian, “61% of Britons believe getting drunk is ‘uncool’, declining to 41% of 18-24s and 47% of those aged 25-34.” It’s no longer the ‘in’ thing to stumble home at 3 am and fall asleep hugging the toilet. These instant decisions brands include fashion to food, and, not surprisingly, whisky, which has been enjoying renewed popularity over other spirits over the past decade thanks to the adventurous palate of the high-spending year-old demographic. My experiments with my tame crew of millennials reveal the same decision process.

  • “Wineries need to continuously innovate in order to retain market share, especially that of the younger consumer segment,” remarks Rogers.
  • After being inundated with requests from other members about what to sip on instead of beer or wine, she set up the festival to introduce others to some of her favourite booze-free drinks brands.
  • Here’s why I first think this term and all their beliefs, tendencies and definitions attached to millennials are best generalised.

Looking beyond packaging & brand innovation, wineries are tapping into younger consumers’ affinity for experiences to help retain market share as well. As Napa Valley becomes pricey for many consumers, wineries are setting up satellite urban tasting rooms, drawing in consumers who may not be able to visit vineyards that are further afield. Wineries are also leveraging technology like virtual reality to give people the experience of enjoying vineyards “in person”. A new definitive report into the drinking behaviours of millennials has put to bed concerns that younger drinkers are completely abandoning wine in favour of craft beers or spirits – or even eschewing alcohol completely.

‘People are not paying more for discretionary items like wine’, Waitrose cautions

There is also a real risk of someone’s drinking causing conflict, with alcohol being a factor in many cases of child neglect and domestic abuse. We are finding more and more people are requesting such options at events and we are only too happy to oblige, finding new and creative ways to inject flavour and flare into booze-less serves. With the lead ingredient being omitted, there’s eco sober house price room to inject other vices such as cold brew coffee and chocolate or play with grown-up flavours such as chai spices and fresh herbs. Often times, you will find you are indirectly connected to those in your industry (on LinkedIn, these are called 2nd and 3rd-degree connections). Ask any mutual connections you may have to connect you with these 2nd and 3rd-degree connections.

  • Sober-curious millennials are drinking less than ever before and this is causing a seismic shift in the bar industry.
  • End the interview by thanking them for their time and asking who else they can connect you to in your industry.
  • Read more One in three millennials wish they had grown up in parents’ eraThe researchers behind the study say millennials are now too health-conscious to get excited about alcohol.
  • But there are other factors to consider like the economic factors involved.
  • It has a statement about where it comes from and what it will taste like.

Could the trend in mid-week drinking be seen as an extension of this kind of thinking? Gen Z-ers want reduced working hours, and in turn, they want increased leisure time. Kate O’Brien as mentioned above is co-founder of Sober Millennials. Kate stopped drinking as part of her strategy for managing her mental health.

Wine revealed as Britain’s favourite alcoholic drink

Results have revealed that beer is the top choice for 11 of the 15 major cities surveyed, with Belfast, Brighton, Edinburgh, Glasgow, Leeds, Liverpool, London, Manchester, Norwich and Plymouth all having selected the drink. Below, we have mapped out the most popular beverage choices across 15 major cities in the UK. Could this trend result from the past two years of social restrictions and lockdowns? Instead of enjoying their first parties, Gen Z-ers were confined to their homes, with many focusing solely on education or struggling with boredom and isolation. While partying at festivals is still on the cards for millennials, they’ve now become more food-focused.

It is a guarantee to the millennial consumer that when they buy their bottle that says Scotch whisky, then they have the confidence that that is exactly what it is. These high standards of quality help explain the unquestionable popularity of Scotch whisky through the years, even against stiff competition from other countries that also produce whiskies such as Japan, Ireland and the United States. Millennials appear to want things with credibility and heritage. Balancing this need is a desire to try new, innovative things, they also want brands that give back. It has a new and exciting taste and an instant hit at the core.

She has struggle with anxiety, depression, and disordered eating. She speaks honestly about these issues over on her blog to help others make courageous choices for themselves. As with most industries, there comes a time when the target audiences shifts.

To put it into perspective in 2018 the sales of both non alcoholic beer and low alcohol beer rose by 38%. Whether it was simply a tradition that got warped overtime or a long-standing cultural issue is open for debate but the UK, in particular, had a big binge drinking problem not too long ago. This problem affected many groups of people but was particularly rife in the 16 – 30 age group.

How to Drink Whisky

Led by Alcohol Change UK, Alcohol Awareness Week aims to get people thinking and talking about alcohol, to motivate change at every level – individual, community and national. Tap into Getty Images’ global-scale, data-driven insights and network of over 340,000 creators to create content exclusively for your brand. Access the best of Getty Images and iStock with our simple subscription plan.

Reasons for preferring to drink at home vary, though some of the most common answers were it being perceived as more relaxing (74%), less expensive (69%), and more personal (35%). Additionally, roughly 38% of in-home drinkers are choosing to drink at home in order to better control their alcohol intake. This sounds more like a responsible move than one borne out of laziness. While there are surely some people who do prefer sweatpants and face masks with their wine rather than heels and long lines, that could be said of any age group.

millennials drinking

Similarily, social media platforms such as Instagram are covered in impressive pictures of beautiful cities and landscapes which explore different cultures around the world. Posting picturesque holiday pictures online is the new social norm and as a result, young people place importance on the design of a trip and how photogenic it is. A popular image over the last four decades is one of young people abusing alcohol – ‘pre-loading’ and ‘throwing up’ at parties, on holidays and in our towns and cities on a Friday and Saturday night. The latest data tells us that more and more young people are turning their nose up at ‘binge fests’.

Wine and Spirits Show Chelsea

We have ranked the 15 major UK cities to find out where has the least number of people per pub. Coming in at the top spot is Norwich with one pub for every 153 people, followed by Edinburgh and Liverpool with 479 and 495 people per pub respectively. Turning the attention to the four cities that bypassed beer – nearly one in five (19.5%) Northerners in Newcastle prefer sipping on a spirit with mixer.

  • Looking beyond packaging & brand innovation, wineries are tapping into younger consumers’ affinity for experiences to help retain market share as well.
  • She has struggle with anxiety, depression, and disordered eating.
  • The nation’s pubs and bars are also set to capitalise on spirits’ success.
  • The constant surveillance provided by social media means that one embarrassing night can last forever, so the only way to escape this is to avoid over-drinking and doing something that may cause later regret.
  • But there have been noticeable traits when it comes to millennial behaviour especially in regards to their drinking habits.
  • Additionally, 59% of year olds now say they have “a strong interest in wine” compared to 43% in 2009, with a similar pattern emerging for year olds, presenting yet more opportunities for wine in the premium segment.

Streamline your workflow with our best-in-class digital asset management system. Organise, control, distribute, and measure all of your digital content. End the interview by thanking them for their time and asking who eco sober house ma else they can connect you to in your industry. Some of the reason may be flat share tea breaks as more younger workers are taking turns to make the tea and get together for some well-earned time out from their desks”.

Instead, I’ve learnt to sail, enrolled on a paddle-boarding instructor course, realised who I really want to spend my time with, focused on my career, and set my sights on finally passing my driving test. Next year, I’m hoping to save some money and do my yoga teacher training. “Younger people have rebelled against social norms and feel empowered to make choices against the default. Not drinking has gained cultural visibility with events such as Dry January and Sober October, and the stigma around not drinking has become less potent. All the latest news, products and developments for pubs, restaurants, hotels and the catering and hospitality industry. Evidence shows that millennials are actually spending more on wine than they used to and, when they do buy wine, they are actually spending more than older drinkers.

For some of us, alcohol can become a central aspect of our relationships with friends, family or partners. When this happens, it can actually stop us taking action to improve our drinking habits, even when those habits aren’t working for us. This interest in ‘vegan delights’ highlights yet another part of the culture shift brought about by Generation Z and young Millennials; alongside the desire for beauty and culture is also a need for an increased sense of morality. People are more aware than ever of the harm caused by our food industry to the environment and animal welfare, and so the number of people converting to a plant-based diet is rapidly increasing, particularly among young people. It has been estimated that a quarter of year olds in Europe are vegan and so it comes as no surprise that Generation Z are predicted to make up a whopping 40% of all vegan consumers by 2020. Black tea was the go-to cuppa this year for 6 in ten 16–29-year-olds – up from 4 in ten during 2019.

Recent wine innovation, such as red blends and bourbon-barrel aged products, have helped to retain consumer interest, as well as to bring more men into the still wine category. However, wine producers are taking things further still, using innovative branding and packaging to meet demands for convenience and portability, and to increase penetration across different occasions. They are also offering more unique experiences and collaborations for consumers to enjoy on-site. According to data collected through nightlife app DUSK, which has up to 800,000 Gen Z users, year olds are going out for alcoholic drinks three nights every week. Whilst there are times and occasions when they will opt for No & Low, there’s been a clear shift in attitude, and it has less to do with abstinence than we thought. And even popular well-known breweries like Heineken have started making their own non-alcoholic drinks to better capitalise on the growing interest in non-alcoholic beverages.

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