Is the UK’s relationship with alcohol changing?

There’s a growing narrative out there that the UK is sobering up. Gen Z is swapping pints for protein shakes. Middle-aged drinkers are improving their relationship with alcohol. And some research even shows that the boom in weight loss drugs like Ozempic is curbing people’s appetite for the drink.

But is this a widespread cultural shift or just soundbites that are good for clicks?

Through the prism of my personal experience, I wondered if this was true… With an empty fridge and a classic lack of planning on my part, I headed across the road to our local pub. It was a Thursday evening, and to my surprise, the place was packed and the wait for food was over an hour.

The scene felt at odds with what we’re hearing in the industry: that the UK is leaving the pub behind. That nobody drinks anymore. That traditional boozers are dying out. But while not every Brit is drinking, the UK pub hasn’t lost its charm quite yet.

So what’s shaping the UK’s changing relationship with alcohol? How can pubs evolve and keep bringing punters through the door in a society that’s growing more sober curious? Let’s discuss…

Gen Z: the sober curious generation

The pandemic has had a lasting impact on Gen Z’s drinking habits. During their formative years, many young people’s drinking reduced significantly or came to a halt altogether. And, since emerging from lockdown, it seems a lot of Gen Z have stuck to these habits.

Now, a third of 18-24-year-olds don’t drink alcohol, with almost two-thirds saying that they worry about the emotional impact alcohol has on them. As mental health seems to be much more important to Gen Z than other generations, it’s no wonder they’ve taken to reducing their alcohol intake to manage their wellbeing.

But pubs are still an important part of socialisation for young people. Much like the generations before them, they spend most of their time socialising in pubs, bars and restaurants — the only difference is they tend to opt for low- or no-alcohol drinks as their tipple of choice. 

Why? Because these beverages contain fewer calories and don’t have the adverse physical effects of alcohol — helping young people feel better both emotionally and physically.

Socialising at home is here to stay

The price of food and drink has skyrocketed over the past few years, and household income remains stretched. Concerns about the cost of living have driven people to spend less of the limited income they have on pricey pints, and more time drinking at home, if at all. 

69% of drinkers (82% of 18-34s) buy alcoholic drinks for socialising at home — reserving drinking in venues for a treat, to relax, or a special occasion. That means supermarkets remain the primary source for alcohol purchases, and bars and pubs come in second with 51% of consumers.

Online entertainment and food delivery services have certainly contributed to this staying-in culture, too. Watching a good film, ordering in or cooking a ‘fakeaway’, and enjoying a few drinks with friends or family is often more convenient and cost-effective these days than heading to a pub, bar, or restaurant. 

Ozempic and the quiet decline of alcohol

While some Gen Zers never started drinking, there’s an older group who did, and are now dialling it back. Drinking is ingrained in the lives of many middle-aged consumers. And as awareness of the effects of alcohol increases, many are rethinking their habits — sometimes with a bit of pharmaceutical help.

A large percentage of 40 to 64-year-olds think that drinking less is a good way to improve their health, but less than half have tried to do so. Studies show that weight loss drugs like Ozempic, originally designed for diabetes, suppress appetite and, as it turns out, alcohol cravings too.

One study found users’ average weekly alcohol intake dropped from 11.3 to 4.3 units over four months of treatment. Now that these drugs are breaking into the mainstream, their impact may be about to scale. They don’t just change how people eat, they’re reshaping how they drink — or don’t.

Mental health and the bigger picture

Tying it all together is our growing prioritisation of mental health. We understand the connections between drinking, sleep, food, exercise, and overall wellbeing. For many, cutting down on alcohol isn’t just a health decision; it’s about feeling good all of the time. Someone once described drinking as “stealing happiness from tomorrow”, and it stuck with me.

People are increasingly looking to the internet to understand the effects of alcohol. Interestingly, Google searches for “hangxiety” have increased 8-fold in the last four years, alongside “can drinking cause hair loss?”, which has quadrupled, and “can’t sleep after alcohol”, which has doubled. 

Here’s the thing: connection matters. For as long as humans have existed, we’ve gathered around food and drink. The pub isn’t just about alcohol, it’s about community and sharing, whether that’s a drink, a story or a laugh. This part of our culture won’t go away. We will still flock to the pub to see friends and family, even though the frequency and what we’re drinking is changing.

So… Is the pub dead?

Absolutely not. Pubs are evolving. They need to understand their audience and offer more than just the standard pint, tapping into community and connection to elevate a social experience that’s not centred on alcohol. 

Whether it’s micro events such as supper clubs or craft nights, entertainment like board games and pool tables, or weekly events like quiz nights and book clubs, pubs can do more to generate a sense of community. They can also offer full low or no-alcohol menus to give sober curious, teetotal, and alcohol drinkers alike a great selection of options that don’t make them feel like an afterthought. 

Ultimately, people want a reason to come together. And the pub is still the perfect place to do just that.