How the rise in no-booze alternatives could change Aussie drinking habits
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24.09.2019

How the rise in no-booze alternatives could change Aussie drinking habits

Beer from tap
Photo: Bence Boros
Words by Bianca O'Neill

As one of the biggest alcohol consumers in the world per capita, it can only be a good thing for Aussies.

Aussies are some of the biggest drinkers in the world, putting away ten litres of pure alcohol per year, per person. What’s that doing to our health? It’s a question millennials are asking themselves in increasing numbers, as the demand for non-alcoholic options is on the rise.

A recent report from La Trobe University asked 120,000 Aussies about their drinking habits and found one third of us were actively trying to reduce our alcohol intake – the majority of those being aged between 24 and 29.

So why this new trend among young people? Survey respondents cited a range of reasons – from work to family – but the rise of wellness awareness amongst millennials cannot be discounted as part of this movement. Going hand in hand with the reduction of meat and dairy consumption, young people are increasingly exploring ways to improve their long-term mental and physical health.

The ‘sober curious’, a term for those who have actively cut out alcohol without being strictly sober, is a movement that’s picking up steam. Ruby Warrington, a British journalist who penned a book about the term (and her new lifestyle), spoke recently to Vox about how her life has improved significantly since reducing her alcohol intake.

“I think there’s a misconception that engaging in social activities that don’t involve alcohol is boring and uncool,” she said, adding that it was damaging our intimacy and relationships to the point where we don’t really connect on a real level.

And it’s true, to some extent – but a lot of the ‘uncool’ stigma around alcohol-free beverages also resides in the lack of options. If you’re attending a celebratory event, water just doesn’t feel ‘special’ enough, while fizzy drinks can leave you with a hangover of a different kind, due to the huge amounts of sugar contained within.

Thankfully, that’s where the new wave of low-alcohol options is stepping in. According to a report by Bon Appétit, the market for low to zero-alcohol beverages is expected to grow by 32 per cent between 2018 and 2022 in the US — and big companies are taking notice.

You may have seen Heineken’s latest ads for zero-alcohol beer – presented in the exact same packaging as their regular options, so as to avoid awkward conversations and reduce peer pressure at house parties. But it doesn’t stop at beer; recently we also saw the release of The Duchess, the world’s first alcohol-free gin and tonic.

“People are more conscious about what they’re putting in their body,” Ashleigh Phelps, US brand manager for Heineken, told Vox earlier this year.

“We wanted to create a [zero-proof] beer where people felt comfortable waking up the next day and going to yoga or a spin class or parenting their kids. The insight is really health and well-being.”

So how can we bring these alternatives not only into our homes, but also into our bar culture – beyond a few mocktails buried at the bottom of a drinks list? Spain has done it successfully, having offered ‘sin alcohol’ (‘without alcohol’ in English) beer on tap for many years.

I, for one, would love to see more zero-alcohol options in bars that go beyond a glass of lemon, lime and bitters. The implications on our health and wellbeing could be enormous – a cultural shift that could reduce everything from the rates of drink driving accidents to depression, chronic disease and domestic violence incidents.

The sooner we can squash the non-alcohol social stigma, the better. And as the biggest alcohol consumers in the world, these easy alternatives can only be a good thing.

Follow Bianca’s articles over at @bianca.oneill.

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