In recent years, the relationship between young people and alcohol has undergone significant changes. From questioning the normalization of alcohol sponsorship in sports to redefining social rituals, Generation Z is reshaping the cultural landscape around drinking.
The University of Stirling conducted a study revealing that teenagers in Scotland are increasingly aware of the contradiction between the healthy image of sports and the promotion of alcohol brands. Despite this awareness, many have come to expect alcohol sponsorship as a standard part of sporting events.
Questioning alcohol sponsorship in sports
The study, published in the journal Drugs: Education, Prevention and Policy involved 44 participants aged 11 to 17. The findings highlighted a sophisticated understanding of sponsorship among young people, who acknowledged its role as a marketing strategy. However, many expressed concerns about the positive associations with alcohol that such branding could create.
One participant noted the irony of sports, which are linked with health, being partnered with alcohol. Another observed that the frequent appearance of alcohol brands in football and rugby matches could make drinking seem less harmful. Dr. Richard Purves, who led the study, emphasized the need for policymakers to consider the impact of repeated exposure to alcohol marketing through sports.
The decline of traditional pub culture
While alcohol sponsorship in sports is facing scrutiny, traditional pub culture is also experiencing a shift. A study by the British Beer and Pub Association (BBPA) reported that 161 pubs closed between January and March of this year, with more than a quarter of pubs having closed since 2000. Rising costs and taxes are contributing factors, but cultural shifts among Gen Z are also playing a significant role.
Gen Z is increasingly embracing sober alternatives for social connection. Activities like running clubs, padel, and coffee raves are becoming popular, reflecting a broader cultural shift away from heavy drinking. Thomas Thurnell-Read, a sociologist from Loughborough University, noted that for earlier generations, alcohol was often woven into social rituals. However, Gen Z views alcohol as an obstacle rather than a solution to stress and pressures.
The rise of premium at-home cocktail experiences
Despite the decline in traditional pub culture, Gen Z is not entirely giving up alcohol. Instead, they are seeking premium experiences and higher-quality beverage options. Ryan Close, CEO of Bartesian, observed that younger consumers are choosing quality over quantity, looking for better and more intentional drinking experiences.
Bartesian’s automated at-home cocktail machine allows users to create bar-style cocktails with real ingredients, catering to the demand for premium at-home experiences. Close noted that Gen Z is more intentional about drinking, preferring to have quality experiences less often. This shift is also driven by the rising cost of cocktails in bars and restaurants, making at-home options more appealing.
As Gen Z continues to redefine their relationship with alcohol, the cultural landscape around drinking is evolving. From questioning alcohol sponsorship in sports to embracing sober social activities and premium at-home experiences, younger generations are shaping a new norm around alcohol consumption.
