As Alcohol Awareness Week runs from 7th to 13th July, the UK is being called to reflect on its deep-rooted drinking culture. For centuries, alcohol has not just been accepted but celebrated across British life. From historic alehouses to curated images of champagne flutes on social media, drinking has become a national ritual. But a quiet cultural shift is underway. Gen Z are rethinking the role of alcohol in their lives, and their choices raise an important question. If they can say no to booze, why can’t we?
Britain’s relationship with alcohol is deeply ingrained
Alcohol is more than a pastime in the UK. It is often seen as a cornerstone of identity. The pub remains a cultural icon. It is not just a venue for drinking but a social space, a familiar refuge, and a community hub. Pubs host every kind of gathering, from football viewings to family milestones. The phrase “down the pub” suggests comfort, connection, and emotional release.
“The pub isn’t just where we drink. It’s where we decompress, connect, and perform versions of ourselves,” says Lee Hawker-Lecesne, Clinical Program Director at The Cabin, a leading addiction treatment centre in Thailand.
The UK is drinking too much
Behind this tradition lies a serious problem. The UK ranks among the highest alcohol consumers in Western Europe. The Office for National Statistics reported more than 8,700 alcohol-specific deaths in England and Wales in 2023. Data shows that almost 1 in 4 adults regularly binge drink, which means consuming more than six units for women or eight for men in one sitting. These figures reflect serious harm. Alcohol contributes to rising hospital admissions, mental health issues, family breakdowns, and reduced work productivity.
“Alcohol harm doesn’t always look like addiction. Sometimes it looks like burnout, loneliness, or a body quietly breaking down,” Lee explains.
Marketing has shaped how we think about alcohol
Alcohol remains popular in part because it has been marketed with great skill. The industry presents drinking as aspirational and modern. It appears in influencer campaigns, festival branding, and lifestyle products. Media rarely show alcohol in a negative light. Wine is marketed as a symbol of self-care. Beer is shown as a reward for hard work. Cocktails are framed as part of a sophisticated lifestyle. These portrayals suggest that not drinking means missing out, being boring, or standing apart from the crowd.
Gen Z are rewriting the rules
People born between 1997 and 2012 are drinking less than any previous generation. And the difference is significant. A 2024 YouGov survey found that 39% of people aged 18 to 24 in the UK do not drink alcohol. By contrast, only 15% of millennials in the same age group identified as teetotal. Similar patterns are emerging in the United States, Australia, and much of Europe. For Gen Z, drinking is not seen as essential. It is simply one of many lifestyle choices.
According to Mintel, adults aged 20 to 24 are almost 50% less likely to buy alcohol for home consumption compared to people aged 75 and older. The industry is paying attention. Retailers and drinks brands are rapidly expanding their selection of low and alcohol-free options. These range from botanical sodas to zero-alcohol spirits and non-alcoholic beers. This market is growing quickly and is being shaped by younger consumers.
“Industry adapts quickly to demand. Right now, the demand is for clarity, control, and connection,” says Lee.
Why Gen Z are drinking less
- They are prioritising mental health. Gen Z grew up in a culture that normalised conversations about anxiety, depression, and emotional wellbeing. Alcohol is increasingly seen not as a comfort but as a risk. It is understood to interfere with sleep, mood regulation, and mental clarity. A 2023 NHS Digital survey found that over 60% of Gen Z participants said they avoid alcohol to protect their mental health.
- They are facing financial strain. The cost-of-living crisis has affected young adults more than most. High rents, student loans, and limited income have led many to reconsider how they spend their money. A night out involving alcohol can easily cost £50 or more. For Gen Z, avoiding alcohol is a practical financial decision that also benefits physical and emotional wellbeing.
- They want to protect their digital image. This generation has grown up with phones, social media, and constant visibility. They know how quickly a mistake can become public. Staying sober helps them stay in control and avoid embarrassment. They are choosing a lifestyle that does not require apology or damage control the next morning.
- They have more sober-friendly options. Sobriety is no longer seen as awkward or isolating. Alcohol-free bars, social platforms for sober dating and friendships, and influencers promoting sober lifestyles have made choosing not to drink feel empowering and even admirable. Connection is no longer defined by what is in your glass, but by what matters to you.
- They have better drinks to choose from. The non-alcoholic drinks market has evolved. Gone are the days of warm juice or sugary cola. Today’s alcohol-free offerings include sophisticated flavours, beautiful packaging, and health-conscious ingredients. Gen Z are not giving something up. They are choosing something better.
What their choices mean for the rest of us
Gen Z’s choices do not demand imitation, but they invite reflection. Their behaviour challenges older generations to ask themselves some important questions. Do I choose to drink, or has it become a default? Would I feel proud if someone I care about drank the way I do? If alcohol disappeared tomorrow, what would fall apart—my social life, my coping habits, or my sense of identity?
“This isn’t about moral superiority. It’s about emotional agency. Gen Z is asking what will make them feel good tomorrow, not just tonight,” says Lee.
Perhaps it is time to ask the same. What are we really chasing with each drink? And what would life look like if we stopped?
Lee Hawker-Lecesne is the clinical program director at The Cabin, a leading drug and alcohol rehab centre based in Chiang Mai, Thailand.