Dry January has become outdated, Gen Z says, as one in five of the younger generation now don’t drink alcohol at all, new research reveals.

The nationwide survey of UK adults, conducted by leading pub and brewer Greene King, found 20% of the younger generation don’t drink alcohol, 12% higher than the national UK average.

The research suggests that despite more than one in five (22%) UK adults being set to partake in Dry January in 2025, Gen Z now views the alcohol abstaining tradition as outdated, with many adopting a flexible relationship with alcohol that means they see no need to cut down for just a month, as they moderate their alcohol consumption all year round.

What’s more, a third of respondents (33%) believe that the UK drinking culture is now more inclusive for non-alcohol drinkers than it was five years ago, with more than one in four (27%) stating they feel less pressured to drink – demonstrating a growing trend towards a flexi-sober lifestyle.

This is aided by the emergence of better quality and more varied no or low alcohol drinks, with almost half of the UK (46%) suggesting the options are now more appealing, with this rising to 52% amongst the Gen Z demographic.

It’s timely then, that Greene King today announces its partnership with CleanCo, the world’s leading independent alcohol-free spirit brand and brainchild of Spencer Matthews, Guinness World Record holder, British media personality and entrepreneur. CleanCo offers a range of alcohol-free spirits to match their full strength counterparts without compromising on taste.

Together, Greene King and CleanCo are embracing the new pub culture, creating a welcoming environment for customers in hundreds of sites across the country, whether they choose to drink alcohol or not.

As part of the partnership, CleanCo has created a selection of cocktails for January that showcase the product range:
Clean Pineapple Spritz – Clean R 0.0% rum alternative, pineapple juice, soda water
Clean Elderflower G&T – Clean G 0.0% gin alternative, Fever-Tree elderflower tonic water
Clean Rhubarb Mule – Clean G Rhubarb 0.0% gin alternative, Fever-Tree ginger ale, lime
Clean Blood Orange Spritz – Clean G 0.0% gin alternative, Fever-Tress blood orange soda
Clean & Stormy – Clean R 0.0% rum alternative, Fever-Tree ginger ale, lime
Clean Rhubarb Spritz – Clean G Rhubarb 0.0% gin alternative, Fever-Tree tonic water, apple juice
(availability may vary from pub to pub)

Not only that, CleanCo is giving away 10,000 Clean Cocktails throughout January at participating Greene King pubs nationwide, all you have to do is visit the CleanCo website, download your free voucher code and show it at the bar to claim yours.

This initiative is perfect for the hundreds of thousands still planning on tackling the challenge of Dry January in 2025 or for the growing numbers who simply don’t drink alcohol at all but still want to have a good time at the pub.

Elsewhere, the survey revealed that Norwich is the most sober city in the UK, with 26% of those in the East Anglian County now not drinking alcohol.

TOP TEN MOST SOBER CITIES IN THE UK:
NORWICH (26%)
PORTSMOUTH (19%)
SOUTHAMPTON (17%)
LIVERPOOL (14%)
LEICESTER (12%)
WOLVERHAMPTON (12%)
CAMBRIDGE (12%)
BIRMINGHAM (12%)
BRIGHTON (11%)
LEEDS (11%)

The nation is embracing people who choose not to drink alcohol now more than ever, with more than eight in 10 Brits revealing friends and family would be supportive if they decided to not have a drink.

UK pub culture is also evolving beyond simply being a destination to consume alcohol, with the majority of punters visiting a pub to go for a meal (64%), to meet friends (60%) or to spend time with family (46%), rather than to solely have a drink (42%).

And the changing attitude to drinking is reflected in the nation’s outlook on visiting pubs, with six in 10 Brits stating they would happily go to the pub for a no or low alcoholic drink, rising to two thirds (66%) of Gen Zers.

Andrew Gallagher, Brand & Marketing Director at Greene King, said: “There’s no doubt that the UK drinking culture has seen a notable change in recent years.

“For today’s drinkers, the consensus is they want more options, whether that’s full strength or low/no alcohol, regardless of what month it is. Pubs are more than just a great place to enjoy a drink and perfect for socialising with family and friends all year round, whether you’re drinking or not.

“As brewer, it’s important to us to support and cater for all our customers. We pride ourselves on our low/no alcohol range, but you can never have too much choice and we’re delighted to partner with CleanCo in our pubs nationwide to expand our offering further and provide the perfect serve for everyone.”

Spencer Matthews, CleanCo Founder & British TV Personality, added: “When I started CleanCo five years ago the only options for non-drinkers at the pub were soft drinks or water. People would tell me tales of being the butt of the joke or simply feeling like they were missing out if they turned down a beer or cocktail.

“Quality alcohol-free alternatives to the cocktails we all know and love simply didn’t exist then, which is where CleanCo all began. I knew there must be a way to create something that tastes delicious and was fitting for a social occasion. Fast forward five years and to be launching our alcohol-free spirit range with the British institution that is Greene King Pubs is a true testament to how far the sober-curious movement has come in such a short amount of time.

“More than anyone I love a good British pub, so it’s an honour for Greene King to get behind our mission and bring Clean Cocktails to people all over the country. We worked hard behind the scenes to develop a range of cocktails that are a blend of classics and exciting flavours to really showcase just how good the CleanCo liquids are. If you haven’t tried an alcohol-free cocktail before, I encourage you to head down to your local Greene King pub and try one for free this January – trust me, you won’t be disappointed!”