Young people are behind a boom in low or zero-alcohol beers, wines and spirits over Christmas because they don’t want to be caught on social media “embarrassing themselves”.
Half of Londoners say they plan to go alcohol-free this year, a rise of eight per cent in 12 months.
Generation Z and Millennials aged 18 to 34 are most likely to forgo drinks during the festive period, according to new sales data from Ocado.
The retailer has increased its range of low or no-alcohol drinks by almost a third in 2022.
But more dramatically, sales of Nozeco alcohol-free sparkling wine shot up by 83 per cent and De Bortoli The Very Cautious One Shiraz, 51 per cent.
Among alcohol-free beers, Brooklyn Special Effects soared a sobering 79 per cent.
Sales of CleanCo Rhubarb Non-Alcoholic Gin are up 70 per cent and zero-alcohol ciders around 24 per cent.
The trend is being driven by Gen Z and Millennials, with 56 per cent nationally not planning to drink alcohol over the festive period, compared with just 25 per cent of those aged 55 and over.
Younger people who have grown up on social media “realise that they don’t want to be caught drunk on camera”, says Amanda Thomson, founder and chief of alcohol-free winery Thomson & Scott.
Gen Z have learned the lessons after seeing their parents “embarrass themselves” with one too many, she told the Daily Telegraph.
Gary Murray, trading director at Ocado Retail said: “Not drinking alcohol no longer means you can’t enjoy a glass of festive fizz or a Christmas cocktail. We’ve increased our range of no and low drinks by 32 per cent this year, reflecting customer demand for innovative alcohol-free alternatives.
“Our research suggests that more consumers are looking to reduce their alcohol consumption this festive season, so we’re continuing to grow our range to ensure Ocado has something for everyone.”
