THE so-called Generation Sensible – 18 to 24 year olds who drink less than those older than them – is said to be leading the “explosion” in popularity of low-alcohol alternatives, according to new research.
The YouGov poll, conducted on behalf of drinks industry responsibility body the Portman Group, found that one in ten people in the age group had already switched some of their alcohol consumption to ‘low or no’ alternatives, while those aged between 18 and 34 were the most likely to consider switching to such options.
The survey found that still being able to drive after drinking and the desire to live healthier lifestyles were key factors behind the switch, reflecting increasingly responsible attitudes.
John Timothy, chief executive of the Portman Group, said: “For many people there are significant benefits to having a drink with friends but at the same time it’s important that people don’t drink too much.
“These findings are a reflection of positive trends we are seeing when it comes to declining binge drinking levels and the cultural shift that is happening in the relationship between young people and alcohol.”
CAMRA chief executive, Tom Stainer, praised the UK’s breweries for “rising to the challenge of providing fantastic low and no-alcohol options”.
He added: “From robust porters to hoppy IPAs, you don’t have to compromise on taste when you’re watching your units, making beer and pub-going still a viable option for today’s non-drinker.”