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Nearly half of young adults are turning to low or non-alcoholic drinks - with the number nearly doubling since 2018.
To understand why Gen Z has been making this clear-headed decision you need look no further than the “sober curious” movement - with social media influencers promoting the benefits of a booze-free lifestyle.
Excessive drinking was once seen as a right of passage in early adulthood – so what’s changed? And as the pub industry already faces significant challenges – how can it adapt to cater for a more sober generation?
Niall is joined by sober curious influencer Millie Gooch and Kate Nicholls, chair of UKHospitality.
By Sky News4.1
7878 ratings
Nearly half of young adults are turning to low or non-alcoholic drinks - with the number nearly doubling since 2018.
To understand why Gen Z has been making this clear-headed decision you need look no further than the “sober curious” movement - with social media influencers promoting the benefits of a booze-free lifestyle.
Excessive drinking was once seen as a right of passage in early adulthood – so what’s changed? And as the pub industry already faces significant challenges – how can it adapt to cater for a more sober generation?
Niall is joined by sober curious influencer Millie Gooch and Kate Nicholls, chair of UKHospitality.

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