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Halve Yourself a Merry Little Christmas.
Moderation is the new getting lit as imbibers adopt the “zebra striping” method of drinking while socializing out on the town — alternating each alcoholic beverage with something sans booze.
And, surprise, it’s so-called sober-curious Gen Z folks that are quickly adopting the trend — with 78% in the age bracket admitting to cutting back on alcohol consumption on nights out, according to a survey conducted in the United Kingdom.
Other adults weren’t far behind, with two in three admitting to doing the same. Overall, 25% of those surveyed were already sticking strictly to striping rules, the Standard reported.
Shockingly, research from 2022 found that one in three UK pub visits are alcohol-free nowadays.
And companies like Benchmark Drinks, which handles Kylie Minogue’s wine brand, appear to have quickly noticed the elephant — or rather, zebra — in the room.
The “Locomotion” singer is on board with selling a 0% sparking rosé to appeal to the new and predominantly young customer quirk — one that’s said to be derailing the wine industry.
“Zero percent is one of the biggest trends in drinks,” Paul Schaafsma of Benchmark told The Drinks Business. He mentioned that Minogue’s product has sold over a million bottles.
Schaafsma added that in the United Kingdom, 0% beer is 5% of the brew market, and 0% wine has the potential to become a “400 million [Pound] business in the UK.”
A rise in mocktail elegance and a focus on health — with TikTokker recently denouncing drinking as the cigarette of 2024 — may also be driving the breathalyzer-friendly campaign.
The virgin drink industry of elaborate and creative fruity, carbonated, and well-garnished flavors is poised to become worth $30 billion in 2025, according to Global Market Insights.
Even in the Big Apple, downtown bars like Hekate are going prohibition-style by not serving booze — billing itself as a “sober sanctuary,” The Post reported earlier.
