Sober October survey reveals nearly half of UK adults are choosing non-alcoholic alternatives
This Sober October, the UK’s drinking culture revealed a noticeable change. Last month, we commissioned a nationwide survey looking into non-alcoholic drinking trends. The survey revealed that 46% of adults across the UK chose non-alcoholic alternatives throughout the month – a strong signal that the mindful drinking movement is no longer niche, but a powerful cultural trend reshaping how we socialise and unwind.
A culture shift in motion
For years, alcohol-free options were often considered the compromise choice – less flavour, less experience, less presence in the social setting. But now, a growing number of Brits are seeking out drinks that offer complexity, craft, and enjoyment – minus the alcohol.
Sober October provided the perfect moment to observe these changes in real time. The survey’s results show a significant shift toward more balanced, health-conscious lifestyles. And it’s not just about abstaining – it’s about elevating the non-alcoholic drinking experience to something that feels intentional and rewarding.
Gen Z: A generation redefining drinking
The biggest demographic shift came from Gen Z (ages 18–24). This group showed the most dramatic change, with 58% opting for non-alcoholic alternatives during October – up from 31% across 2022. That’s nearly a twofold increase.
Why the change? Younger drinkers are increasingly focused on mental and physical health, informed choices, and authentic experiences. For many, the idea of drinking purely out of habit or social pressure is giving way to purposeful moderation. Whether it's for wellness, productivity, or simply enjoying the moment with more clarity, Gen Z is reimagining what it means to "go for a drink."
Regional trends: A tale of two Britains
The survey also uncovered stark contrasts in regional engagement:
- London leads the mindful drinking trend with 63% choosing non-alcoholic drinks
- The North East follows closely with 62%
- Scotland (52%), Wales (49%), and the Midlands (42%) showed strong support
- At the other end of the scale, Northern Ireland (37%), Yorkshire & the Humber (33%), and the South East (29%) showed the lowest uptake
These results hint at a growing urban-rural divide in adoption, possibly driven by access to premium alcohol-free options, cultural norms, or local advocacy. Still, the shift is happening across all areas – just at different speeds.
What’s driving the change?
Participants cited several reasons for making the switch:
- Health and wellness (49%) – Many respondents are seeking to improve physical and mental well-being
- Greater control over drinking habits (48%) – People want to enjoy social settings without overindulgence
- Avoiding drink-driving (39%) – Practical safety continues to be a major factor
One fascinating trend that emerged is the rise of ‘zebra striping’ – alternating between alcoholic and non-alcoholic drinks. This method was most popular among Gen Z, with 41% practising this approach. It reflects a broader trend towards flexible moderation, rather than binary thinking around drinking.
What this means for the Industry
This isn’t just a seasonal trend – it’s part of a long-term movement. The demand for sophisticated, alcohol-free drinks is growing.
At ANON, we’ve always believed that you shouldn’t have to choose between flavour and function. That’s why we’ve created a premium range of non-alcoholic drinks that mirror the depth and complexity of traditional cocktails – without the alcohol.
From our award-winning Bittersweet Aperitif to our seasonal favourite, English Garden, and cocktail-inspired classics like the No Groni and Spiced Cane, our drinks are crafted for those who want to sip something meaningful – whether they’re staying sober, cutting back, or just exploring alternatives.
Sober October might be over, but the mindful drinking movement is here to stay. Whether you're experimenting with moderation, cutting back, or simply want a better-tasting alcohol-free option, ANON is here to raise the bar – literally.
