Has Alcohol Lost Its Cool?
Gen Z has swiftly been branded as the ‘sober’ generation, a massive departure from the ever-enduring relationship between youth, status, and alcohol. Massive benders, all-night-parties, raging hangovers only curable by a McDonald’s breakfast, they’ve always been intrinsically intertwined with the hedonism of youth. It’s a staple of our media, it’s seen as a cultural truism, it’s something to be fondly remembered as “the good old days.”
Except, this behaviour has shifted, as more and more young adults are slowly turning away from the idea of alcohol being the backbone of our social lives and culture. The younger generations of Gen Z and Millennials are redefining their relationship with alcohol. As mindfulness and self-care dictate the online world, excessive drinking has begun to fall out of fashion. No longer bound by the binary of sobriety versus excessive drinking, these cohorts are embracing a spectrum of choices when it comes to alcohol consumption, giving rise to the sober-curious movement.
In recent years, the perception of alcohol has shifted significantly. The reasons behind this shift are multi-faceted and reflective of the complex times we live in. The rise and fall of wellness trends over the past decade have played a significant role in shaping this generation's contradictory outlook on alcohol. On one hand, they are highly health-conscious and wary of the physical and mental risks associated with heavy drinking, including the dreaded "#hangxiety." On the other hand, the disruption caused by a global pandemic robbed them of their most formative party years, leaving some eager to make up for lost time.
The shift away from drinking doesn’t mean young people are being lame. Quite the contrary, this generation of people have a new zest for life this year, the summer of “we outside” memes and carefree fun. They crave authenticity, they crave uncurated fun, they want to let loose and see this world they’ve been locked up away from for two years. The increase of illegal raves during lockdown, most of them hosted and attended by the youth, as well as Gen Z’s renewed interest in 90s rave culture illustrate a desire for glamour, adventure, and hedonism. Young people will still go to parties, raves and gigs because they want the experience of letting go and losing themselves (especially in a stressful, chaotic world), it’s just that they want to do it on their own terms – moderated and intentional.
The economic crisis has priced younger generations out of housing, cities, and basic necessities - everyone’s broke af right now, and dropping £50 on a night out just seems all too extravagant. An increase in wellness content online (a hangover of the self-care focus during the pandemic), has highlighted the negative health benefits of alcohol, from physical factors to mental health. Increased vigilance about social media scrutiny, or the idea that you could be recorded and posted online without permission if you’re drunk has created unease for young people letting loose and getting hammered in public. The persistent issues of spiking and sexual harassment associated with drinking culture has helped to erode the waning allure of excessive drinking.
Drinking is now seen as just one element among many that can fit into a broader lifestyle, coexisting with the pursuit of fitness, nutrition, and mental well-being. It's no longer about choosing between "vices" and "virtues," but rather finding a balance that aligns with individual preferences and overall health.
Non-alcoholic drinks have also undergone a makeover. Gone are the days of drinking a sad lime and soda, say hello to ‘mocktail connoisseurs,’ prioritising taste and an immersion of different alcohol-free flavours rather than just serving up some cordial, say hello to CBD alternatives, like Kin Euphorics or Trip, the cool-kid drinks of the 2020s. Even tinned cocktails have seen a resurgence for those wanting to engage in moderated drinking, being a delicious concoction in a very small, very regulated tin size to enjoy as a treat. Gen Z aren’t looking to be sticks in the mud, they’re just redefining what they want to have a good time!
In parallel with these shifting attitudes towards alcohol, aesthetics is also evolving. Visual expressions like psychedelic colours and '90s silhouettes are gaining popularity, with alcohol taking a backseat. Sophisticated nights out with champagne and classy cocktails have become a part of the 'night-luxe' aesthetic, reflecting a more intentional approach to alcohol consumption.
As the future unfolds, alcohol may find a new place in the spotlight by aligning itself with lifestyle, fashion and history, all of which resonate with Gen Z's penchant for niche and novelty.
