‘Dry Christmas’ trend sees half of Gen Z Londoners ditching alcohol

Half of Londoners say they plan to give up alcohol this year, an increase of eight per cent in 12 months.

Generation Z and Millennials ages 18 to 34 are most likely to decline drinks during the holiday season, according to new sales data from Akada.

In 2022, the retailer increased its range of soft or non-alcoholic drinks by almost a third.

But more significantly, sales of Nozeco sparkling wine were up 83 percent and De Bortoli The Very Cautious One Shiraz was up 51 percent.

Among non-alcoholic beers, Brooklyn Special Effects was up 79 percent.

Sales of CleanCo Rhubarb alcohol-free gin were up 70 percent, while alcohol-free cider was up about 24 percent.

Generation Z and millennials are driving this trend, with 56 percent of the nation not planning to drink alcohol during the holiday season, compared to just 25 percent of those 55 and older.

Young people who have grown up on social media “understand that they don’t want to be caught drunk on camera,” says Amanda Thomson, founder and CEO of alcohol-free winery Thomson & Scott.

She told the Daily Telegraph that Gen Z learned their lessons after seeing their parents “embarrass themselves” with excess.

Gary Murray, sales director at Ocado Retail, said: “Going alcohol free no longer means you can’t enjoy a glass of festive fizz or a Christmas cocktail. This year we have increased our range of non-alcoholic and soft drinks by 32 per cent, reflecting customer demand for innovative non-alcoholic alternatives.

“Our research shows that more and more consumers are looking to cut back on alcohol this festive season, so we’re continuing to expand our range so that Ocado has something for everyone.”