Sober curious Brits continue to ditch booze as non-drinking culture reaches new heights

Can you sense it? The social divide between those who drink and those who don't is gradually closing, with alcohol-free beverages becoming as popular as a tasty glass of wine.

With the growing trend of mindful drinking, lifestyle choices and moderation in social circles, there's an abundance of sober experiences bringing people together and changing drinking habits.

Gen Z have long been described as the 'sober' generation and the statistics support this. In 2021, alcohol education charity Drinkaware found that young adults were the most likely to not drink alcohol, at 28%, whereas older adults were the least likely, at 15%.

Earlier this year, a nationwide study by Greene King found that almost half of the UK (46%) said other drink options, like better quality and more varied no- or low-alcohol drinks were more appealing, with this rising to 52% among the Gen Z demographic.

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"We're at this pivotal moment where not only is there a societal demand and need for it – but there are products out there now that are exceptional and incredible," says Tom Surgey, TV drinks presenter, author of How to Drink Wine, and founder of Parched, the UK's largest non-alcoholic drinks event.

"And so what excites me, as someone who both works in and drinks alcohol; and has enormous amounts of time when I don't drink, I'm a massive non-alcoholic drinker as well... I definitely fit into both camps."

He adds: "For me, the thing about no and low is to be able to go and have incredibly complex, really exciting drinking experiences; but once you finish with them, you don't have the hangover of alcohol."

And with so many low and no options to alternate with your go-to cocktail or favourite fizz, Surgey says what makes him excited is that lovely anticipation you feel at four o'clock in the afternoon. "Or Friday, when you think, 'I'm meeting my friends in a bar in two hours time.'".

"You know, I can't wait... and if you've got an amazing drink waiting for you, even if it's non alcoholic, you can emulate that same anticipation and excitement."

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What's more, as the no and low sector develops, he says vineyards are getting closer to narrowing the divide between non-alcoholic wine and actual wine in terms of taste profile. "They're not identical... all these products have their pros and cons, and need to be seen in their own light."

Surgey continues to say there are some incredible non-alcoholic beers out there. "The gap between standard alcoholic and non-alcoholic beer is the smallest it's ever been, and getting smaller by the day.

"And the same is happening in every category... alcoholic wine and non-alcoholic wine, it's getting better and better. But I would say the gap is still slightly greater than beer, it's [non-alcoholic wine] still got a way to go."

To discover the sweet spot between alternating your beloved beverage with a non-alcoholic midweek wonder, Surgey says you need to be willing to explore and embrace the journey.

Another point he emphasises is that if you sampled a non-alcoholic wine a year ago – even in such a brief timeframe – the same brand will have improved significantly since then.

"The innovation that's going into it, the money that's being spent on these products to make them better and better is extraordinary."

Surgey adds: "I think it's one of those things... if you're interested in no and low, whether that's a constant lifestyle; or is literally, 'I want to have six drinks tonight.'".

"I'm going to make three of them non-alcoholic, because I've got to get up and do something in the morning [he laughs]... then exploration is key. So, yeah, trying different things and getting stuck into it."

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