Study Shows Millennials Prefer To Drink At Home

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.

  • They also want to create memories, so vodka-filled amnesia is no longer appealing.
  • Young people, according to the research, are twice as likely to say they have a negative relationship with alcohol – 11% of 18 to 34-year-olds compared to 6% of those aged 55 or over.
  • If you replace the word “effort” with “money,” that might paint a more accurate picture.

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’.

The 20 most popular beers among millennials

But research has shown that the proportion of those aged between 16 to 24 who do not drink increased from 18% in 2005 to 29% in 2015, according to a report in the medical journal BMC Public Health​. “And, as more sophisticated, better tasting non-alcoholic options enter the market, that’s never been truer. There are some variations but it is generally agreed that millennials are born from 1981 to 1996. So, the youngest would be 22 with the oldest being 37 although this hasn’t stopped many people from stereotyping the group as people solely in their early twenties. This pannel discussion was hosted by Laurie McAllister, who has been sober since 2016.

Complimenting the new health conscious and morally correct behaviours of Generation Zers and young Millennials is their increased fluidity. Their focus is on being moral and individualistic, so their lifestyle and consumer behaviours will change to fit this. Young people are more open to fluidity in both gender and sexuality, with them no longer using these ‘categories’ to define them as an individual. This is reflected in recent data which shows that only 66% of Generation Zers consider themselves as exclusively heterosexual compared with 71% of Millennials and 85% of Generation X.

  • The survey, conducted by Survation on behalf of The UK Spirits Alliance, has discovered that spirit-based drinks are most popular among younger drinkers in UK pubs and bars – with gin and tonic leading the way.
  • Interestingly many commentators believe multiculturalism could be the big driving force behind why millennials don’t like to drink as much or opt for non-alcoholic drinks instead.
  • As an added bonus, these smaller formats are more likely to encourage trial among adventurous consumers who don’t want to commit to an entire bottle.
  • Views expressed are not necessarily those of the publisher or the editorial team.
  • The majority of participants said they would rather spend their last tenner at a festival food truck than the drinks tent.

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 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.

Raising awareness of the impact that alcohol can have on our health and wellbeing and our relationships

It means I’ve drifted away from people who I never really had anything in common with other than drinking. Naturally, it has eliminated people from my social circle who want me to drink when I spend time with them, and sometimes it can make people defensive. I wouldn’t ever judge anyone for either drinking or not drinking, but I wouldn’t expect to be judged either. For example, The Naked Collective’s So.Beer – a non-alcoholic light lager billed as a “beer with benefits” – is vegan, low-calorie, low-sugar and fortified with added vitamins.

  • Younger consumers increasingly want something that is, quite simply, easy to drink.
  • A focus on healthier living and social movements such as Dry January is encouraging people to, on occasion, ditch the booze and revel in a hangover free lifestyle.
  • Scott advocates for sober folks in LGBTQ communities, and on his website he shares stories from inspiring sober people.
  • Rosé has bucked the trend, performing more strongly than red and white varietals.

You can start with a free course, or check out our longer courses. Club Soda has loads of resources to help you on your journey, whether you want to stop, take a break, or cut down. Sign up for our fancy lil’ newsletter to get invites to wine events, new posts, wine recos & more.

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.

Sign up for exclusive newsletters, comment on stories, enter competitions and attend events. Wine Stars Awards Judged by buyers for buyers, the only wine competition assessing quality, value and design for a rigorous audit of each entry. 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. Over that time, total wine volume sold in UK has fallen 18% from 135.8m 9L cases in 2009 to 111.2m in 2018. “They are more likely to agree with statements such as “Wine is important to my lifestyle” and “I have a strong interest in wine”. The UK is enjoying a spirits boom that has seen the number of distillers across the country double since 2015.

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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 eco sober house ma 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.

millennials drinking

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.

You might wonder if, as a breed, we feel anxious partly because we don’t know how to let off steam and let our hair down, and spend too much time online. For me, rather than being a diffusing release when the going gets tough, booze can tip me over the edge towards overwhelm. I feel more relaxed without it in the long run, and more able to cope.

Healthier Alcohol

She is a life and empowerment coach, and helps women to become their most confident, sober selves. She is also a yoga teacher and writer, and a generally inspiring and lovely human. Codes cannot be used in conjunction with other offers or codes. • Realise that it’s normal to develop a bit of a drinking problem, and it’s possible to take back control. “By talking to each other about alcohol and our relationships (while we’re sober!) we can help each other to better understand how alcohol might be affecting us and those around us.

millennials drinking

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.

Pubs get boost as Millennials favour spirit-based drinks

Meanwhile, Campari has only recently introduced its non-alcoholic aperitivo, Crodino, popular in Italy since the Sixties, to the UK. While the past year has facilitated a welcome move away from after-work drinking culture, personally, I’m dreading the pressure to return to pre-pandemic drinking habits – and suspect it’s the same for others like me. It’s clear that Gen Z are seeking new ways to extend their leisure time. After long months of studying hard, barred from meeting friends, they want to make the most of it.

Portability and convenience are key drivers in wine packaging innovation. Bota Box and Black Box are both examples of growth-brands that leverage alternative packaging, such as tetra packs and bag-in-box wine, as well as small-format cartons. The improving quality of US wine-in-box packaging is also increasing demand in this category. Surprisingly, the second most popular choice was ‘I do not drink alcohol’ as selected by 14% of the UK, as well as coming out as the top answer for almost one in five residents in Birmingham (19.8%), challenging the British drinking stereotype. My newfound freedom from the shackles of drinking culture means I’m less likely to be found propping up the bar.

Why exactly this happened is open for debate really and there are likely many reasons. Interestingly many commentators believe multiculturalism could be the big driving force behind why millennials don’t like to drink as much or opt for non-alcoholic drinks instead. Though there is some evidence that millennials are not drinking as much as their baby boomer parents, they remain a large and key part of the market for those in the alcohol industry. Eventbrite, “70% of millennials are more likely to brag about how long it’s been since they last drank alcohol than how much they last drank”. I’m not surprised by this, as it must be hard to oppose when you live in a world where health experts are everywhere, often in the form of beautiful, toned Instagram models (let’s admit it, it’s not easy to resist the lure).

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.

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 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”.

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.


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