Nearly half of younger adults are turning to low or non-alcoholic drinks – with the quantity practically doubling since 2018.
To perceive why Gen Z has been making this clear-headed choice you want look no additional than the “sober curious” motion – with social media influencers selling the advantages of a booze-free life-style.
Excessive ingesting was as soon as seen for granted of passage in early maturity – so what’s modified? And because the pub trade already faces vital challenges – how can it adapt to cater for a extra sober technology?
Niall is joined by sober curious influencer Millie Gooch and Kate Nicholls, chair of UKHospitality.
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