Even if some reports are sensationalist drivel put out by the anti-drinking lobby, people in Britain are boozing less. Gen Z in particular is choosing to go booze-free, or opting for low-alcohol options to maintain a level of sobriety once only consigned to children. No hangovers make for an easier life.
But does the future look desert-dry? Not exactly. People still want to drink, socialise, spend time at the pub and feel part of a community. No and low brands are tapping into a new market, filling a hole in an existing industry: Ocado said sales of alcohol-free products have increased by 25 per cent in the past six months. But what about that buzz? Humans have lowered their inhibitions with alcohol for millennia.
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