There are several studies in recent years that point to the same thing: new generations, and in particular those known as Millennials (22-37 years old), are much more aware than their predecessors in terms of alcohol consumption.
In fact the interest is continuously increasing when it comes to campaigns such as Dry January that promotes abstinence during the month of January, or movements like Club Soda, whose goal is to encourage that no one feels out of place if they decide not to drink alcohol when socializing.
This does not mean that young people are not drinking, but simply that there is a high percentage of people who do not have the need to get drunk every weekend. Because nowadays being sober is sexy.
DRINK LESS BUT BETTER QUALITY
Regardless, what is clear is that we are becoming more selective when it comes to filling our shopping cart. The demand for organic, unprocessed and natural products is increasing, and overall we are less worried about paying more for a better quality product. Because in the end we are investing in ourselves, our health and our well-being. Which is always worth it in the long run.
This gastronomic and sociocultural trend can also be seen in the habits of alcohol consumption. Consumers today spend more money on higher quality alcohol, despite consuming it in smaller amounts.
Perhaps for many this last circumstance stems from a simple financial decision, but the reality is very different. It is evident that younger generations are increasingly prioritizing flavor, ingredient quality, origin and variety, instead of the number of liters or glasses ingested during a night out.
A clear indication of this is in my opinion the increase of craft beer enthusiasts in a country like Spain, where the beer tradition until recently revolved solely and exclusively around bland industrial macro-lagers.
LOW AND NON-ALCOHOLIC BEERS
As a consequence of the above, it should not be surprising that the consumption of non-alcoholic or low-grade beverages is more popular nowadays. Consider for example the boom in non-alcoholic cocktails. These days it is quite commonplace to go to a bar and enjoy several drinks prepared by the best mixologists, without having to be dragged back home or having to take a nap to recover.
In the case of craft beer, its enthusiasts usually appreciate aspects such as aroma, taste, body, texture, etc. of what they are consuming. Therefore it seems logical and even natural that we see an increase in the number of fans interested in recipes or styles that, without giving up their favorite drink, allow them to avoid the fatigue or intoxication that several beers with a high ABV can cause.
Because it is not about abstinence, but having the freedom to make our own decisions, adopt healthier habits and above all, knowing how to drink better and in moderation. Which, in fact, multiplies the pleasure.