seem to be more likely to be drinking more.” It seems that COVID may not have converted anyone to one extreme from the other; rather, it exacerbated preexisting tendencies, for better or worse.
Something I noticed on that crawl was that drinking a lot of non-mind-altering liquid isn’t all that fun. Eventually, I was over-caffeinat- ed, over-sugared and craving something more interesting, yet pickings were slim. Low or no-alcohol alternatives have had a reputation for being a bit naff, much like non-dairy al- ternatives once did. But just as alt-milks have blown up, the low/non-alcohol market is a small but fast-growing one.
The problem is that licensed venues have been slow to capitalise. “The big change is that the range of drinks, and the quality, has really im- proved,” Misell explains. “There are a lot more options these days, especially in the major su- permarkets. Pubs and bars seem to be lagging behind a bit and they might be missing a trick – missing out on attracting more people who want to socialise but don’t necessarily want alcohol.”
Wales has its own burgeoning producers with the likes of Tiny Rebel and Drop Bear Beer, the latter of which has been making headlines as the world’s first carbon-neutral brewery. Founded in 2019 by Joelle Drummond and Sarah McNena, the multi-award-winning Swansea company is considered not just one of the best in the UK, but in Europe. To top it off, all its beers are vegan and gluten-free. For Drummond, the shift in consumer interest in these non-boozy alternatives comes from a push towards higher quality, helping legitimise alcohol-free beer as ‘real beer’.
While she does put some stock in the idea of people becoming more health-conscious fol- lowing lockdown, she doesn’t think one par- ticular age group is driving the shift. “A lot of people focus on individuals belonging to the
Gen Z or millennial demographic who don’t drink at all. However, we have noticeably seen an increase in other age groups. We now have customers ranging from 18 to 80! The dif- ference tends to be motivation – for younger demographics, it tends to be a lifestyle choice from our experience, for the older demograph- ics it tends to be driven by health, weight loss, or even a lack of time available to deal with hangovers!
“Yes, binge drinking was very common when I was younger and there’s a lot to be said about how and why these attitudes have changed, but with so much being posted on the internet these days, younger generations are rightfully concerned about what turns up on there. It’s no longer cool to be wasted and it seems that when they do drink, it’s much more moderate and more about the experience.”
She also backs up the data suggesting that drinkers now are more likely to take a blended approach. “It’s the flexi-drinkers who are real- ly driving growth in the market. We as a team fall into this flexi-drinker bracket ourselves – it’s all about having good choices for when you want a break or to moderate. Why should you have to compromise just because you don’t want the alcohol?”
Initiatives to encourage people to cut down, like Sober October and Dry January, cater to- wards the ‘cold turkey’ approach, which for some can be very revealing. In an effort to alle- viate health concerns and counteract disorderly behaviour, major Welsh sports venues includ- ing the Principality Stadium and Glamorgan Cricket Ground have instituted permanent al- cohol-free fanzones, creating bigger opportu- nities for companies like Drop Bear to increase their presence outside of supermarket aisles.
In terms of these products’ effectiveness, Misell says that while Alcohol Change UK’s research found nearly half of those who con- sumed said products noticed a reduction in
their alcohol intake – so a majority did not.
Of course, with a rise in quality, choice and accessibility, we don’t need a reason to drink low or no-alcohol drinks anymore other than enjoying the taste of them. I’ve gone back to drinking since my three-month hiatus, but this brief experience nonetheless changed my re- lationship with it long-term. Ultimately, good people make for good nights out, and a good drink – no matter what’s in it – needs to be nothing more than that.
If you or someone you know is struggling with their mental health, resources are availa- ble at
phw.nhs.wales,
111.wales.nhs.uk,
mind.org.uk and
mentalhealthwales.net. If you need urgent health advice or services, call 111.
Alcohol Change UK offers a free app, Try Dry, which allows people to track their units, calories and money saved, and set custom goals for managing their drinking year-round. It’s available in English and Welsh. Info:
alcoholchange.org.uk
off their Drop Bear Beer orders on the webshop by entering discount code
Buzz readers can also claim 10% Info:
shop.dropbearbeers.com BUZZBEER10 at checkout.
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R. Nial Bradshaw
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