Dry January has been branded ‘outdated’ as research shows one in five of the younger generation don’t drink at all.
Greene King conducted a nationwide survey of UK adults and found 20% of the younger generation, or Gen Z, don’t drink. This is 12% than the national UK average for those that are teetotal, meaning they’re going dry every month of the year.
One in five or 22% of adults will take part in Dry January this year, but youngsters view this annual tradition as outdated. They instead adopt a flexible relationship with alcohol, as they moderate their alcohol consumption all year round rather than just for one month.
33% of respondents believe UK drinking culture is now more inclusive for non-alcohol drinkers than it was five years ago and 27% state they feel less pressured to drink.
No or low alcohol drinks are emerging more and more, with 47% thinking these suggestions are more appealing. Jumping on the bandwagon, Greene King has announced its partnership with CleanCo, the world’s leading independent alcohol-free spirit brand and brainchild of Spencer Matthews
Drinks include Clean Pineapple Spritz, a clean R 0.0% rum alternative, pineapple juice, soda water and Clean Elderflower G&T, a clean G 0.0% gin alternative, Fever-Tree elderflower tonic water. Not only that, CleanCo is giving away 10,000 Clean Cocktails throughout January at participating Greene King pubs nationwide, all you have to do is visit the CleanCo website, download your free voucher code and show it at the bar to claim yours.
Andrew Gallagher, Brand & Marketing Director at Greene King, said: “There’s no doubt that the UK drinking culture has seen a notable change in recent years.
“For today’s drinkers, the consensus is they want more options, whether that’s full strength or low/no alcohol, regardless of what month it is. Pubs are more than just a great place to enjoy a drink and perfect for socialising with family and friends all year round, whether you’re drinking or not.
“As brewer, it’s important to us to support and cater for all our customers. We pride ourselves on our low/no alcohol range, but you can never have too much choice and we’re delighted to partner with CleanCo in our pubs nationwide to expand our offering further and provide the perfect serve for everyone.”
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