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ADULT DRINKING


The sophisticated life of the modern drinker


As the number of people who choose the non-alcoholic life rises, David Begg, founder at REAL Kombucha, discusses the modern drinker.


I


n 2017, we set up shop at a major London trade fair and began offering REAL Kombucha as an adult alternative to alcohol – something that made non-drinkers feel included, rather than being sent away with a ‘kids’ drink. The response was varied, to say the least. On the one hand, there were those that saw the need for something exquisite and complex on the menu – something unsweetened that paired naturally with great food. On the other, we had plenty of people asking what we were doing it for. “Non-drinkers can make do with Coke – that’ll do,” scoffed one visitor to our stand, the managing director of a major pub chain. Had we not already felt the turning of the tides ourselves, we might have come away disillusioned.


What we knew, partly from personal experience and careful research, is that our relationship with alcohol is changing very rapidly. Only ten years ago, a relatively low 15–20% of us would have identified as teetotal, but this has now risen to 25–30% – a figure that is almost 35% in the highly influential 16–24 age group. What I find even more interesting is the number of people that limit their drinking to particular days of the week or particular occasions. Those of us that drink five or more days a week has dropped from around 14% ten years ago to around 6% now. It’s a massive change in consumer behaviour in such a short time, particularly as it hasn’t been driven by changes in government policy, taxes, licencing hours or the like. This is a genuine change in the way that we, as adults, relate to the hard stuff.


22 | Beverage Essentials Handbook


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