From Shots to Seltzers, Gen Z are Redefining Fun

It has become clear that in recent years that people, specifically Gen Z, are saying no to alcohol. Recent statistics from various studies reveal that Gen Z drinks approximately 20% less alcohol than Millennials did at the same stage in life, signifying a generational move away from excessive alcohol consumption. It is vital for us in the experiential industry to take these figures seriously. So how can the events and experiential industry in the UK overcome the drastic drop in alcohol consumption by young people? 

What should a non-alcoholic event look like? 

1.  NEVER ASSUME 

It is crucial while investigating the decreasing demand for alcohol that we don’t jump to conclusions. Although younger generations may be more avid gym-goers, perhaps physical health isn’t the most prominent reason. There is arguably a more common perception among Gen Z that alcohol is boring, detrimental to mental health and often messy. Gen Zs are not necessarily going tee-total; however, binge drinking has proven to be far less common now than previous generations. While young people don’t necessarily judge alcohol consumption, the role it plays in youth culture is decreasing, especially as many are willing to experiment with other forms of escapism and self-expression.  

2.  NEVER EXCLUDE 

As you can imagine, choosing not to drink doesn’t necessarily mean you’d only want to be around non-drinkers. So, while building any kind of experience, we need to keep both groups in mind. Over time, the UK has learned to diversify for many specific minorities. Now is the time to begin the inclusivity toward the sober crowd. 

3.  ELEVATE THE MOCKTAIL  

The 0% option should never feel lack a ‘lack of’ it should always feel like ‘something interesting’. Since the explosion of health-forward soft drinks like kombucha, mixologists have realised the power of the mocktail’s potential. Options must be fun, aesthetic and more innovative. People are more likely to make conversation over the drink itself if it’s presented well which indirectly spreads awareness. On the contrary, it can also appear as an alcoholic beverage if people would prefer to not to make a loud statement. 

4.  MOMENTUM  

This is not just a phase, these statistics have been building gradually for years, but this recent shift is a prominent movement. While we say goodbye to the times in which choosing to not drink was viewed as ‘brave’ or ‘lonely’, we shouldn’t be afraid to publicise the alcohol-free aspect of an event. Social sharing should be encouraged as this creates a sense of community and the more exposure there is to this way of life, the less judgement there will be towards it.  

Crucially, the evolving Gen Z way of life should be celebrated, as it creates an opportunity for us in the experiential and events realm to include not only the keen drinker, but a wider, more diverse audience. This new norm redefines what many once classified as a ‘good time’, and introduces a healthier, brighter and cleaner alternative. The benefits to this lifestyle are endless, as are the opportunities surrounding it within the world of experiential.