The Old Ivy House in Clerkenwell stocks a variety of low-to-no alcohol beverages.
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“Sober October” is proving that abstinence from alcohol can be more than just a New Year’s Resolution, with Londoners spearheading the sober-curious campaign ahead of the festive period.
Statistics show that people in the UK are gradually drinking less. According to Drink Aware, the proportion of adults who drink at least once a week has declined from 54% in 2011 to 48% in 2022.
“I think there’s been this movement happening for a while, but we’re really seeing after COVID everyone being much more conscious and aware about what they’re putting into their bodies and how much…There’s a massive influx of wellness, health and wanting to extend your life.”
Ellie Womersley, Co-founder Oom Drinks Ltd
Young adults are also more likely to be non-drinkers (21%) than the rest of the population (13%). However they binge drink significantly more, suggesting a turbulent relationship with alcohol in comparison to older generations.
The IWSR has also found that the no and low alcohol market has grown more than 7% as of 2022.
London’s hospitality sector has been adapting to meet this growing demand.
The Devonshire pub in Soho is the first in the country to serve Guinness 0.0 on draft, and has been praised for its quality of flavour and texture.
“If we could have these inclusive spaces where everybody can feel like they’re having a good time without having to give something up or feel out of the loop, I think that’s going to be a great option for people.”
Clapham Oktoberfest attendee
In Marylebone, The Lucky Saint pub is turning drinking and pub culture on its head. Whilst the pub does stock some alcoholic beverages, it mainly serves its famous 0.5 Lucky Saint beer. This creates a role reversal, with alcohol-free consumption the norm for that particular space.
The Old Ivy House in Clerkenwell is also welcoming the alcohol-free movement, serving Noughty Bear Non-Alcoholic IPA on tap. It allows customers the opportunity to ‘Zip’ their pints, creating a half-alcoholic-half-alcohol-free beer – perhaps a recognition of the spectrum of sober-curiosity in the capital.
“We’re still in a society where people won’t be 100% comfortable ordering something that doesn’t look like a beer, or doesn’t look like a gin and tonic. I think the word sober can sometimes get very mixed up.”
Ellie Womersley
Old habits die hard in London, with post-Pandemic “Thirsty Thursdays” entrenching the inner-city drinking culture. But as the quality and array of low-to-no products increases, Londoners seem to be gradually embracing a more balanced way of drinking.
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Standfirst
Published Article
HeadlineAlcohol-free London: is low-to-no drinking here to stay?
Short HeadlineLondoners reach for alcohol-free alternatives
StandfirstEvidence points to capital's waning thirst for boozy beverages.
“Sober October” is proving that abstinence from alcohol can be more than just a New Year’s Resolution, with Londoners spearheading the sober-curious campaign ahead of the festive period.
Statistics show that people in the UK are gradually drinking less. According to Drink Aware, the proportion of adults who drink at least once a week has declined from 54% in 2011 to 48% in 2022.
“I think there’s been this movement happening for a while, but we’re really seeing after COVID everyone being much more conscious and aware about what they’re putting into their bodies and how much…There’s a massive influx of wellness, health and wanting to extend your life.”
Ellie Womersley, Co-founder Oom Drinks Ltd
Young adults are also more likely to be non-drinkers (21%) than the rest of the population (13%). However they binge drink significantly more, suggesting a turbulent relationship with alcohol in comparison to older generations.
The IWSR has also found that the no and low alcohol market has grown more than 7% as of 2022.
London’s hospitality sector has been adapting to meet this growing demand.
The Devonshire pub in Soho is the first in the country to serve Guinness 0.0 on draft, and has been praised for its quality of flavour and texture.
“If we could have these inclusive spaces where everybody can feel like they’re having a good time without having to give something up or feel out of the loop, I think that’s going to be a great option for people.”
Clapham Oktoberfest attendee
In Marylebone, The Lucky Saint pub is turning drinking and pub culture on its head. Whilst the pub does stock some alcoholic beverages, it mainly serves its famous 0.5 Lucky Saint beer. This creates a role reversal, with alcohol-free consumption the norm for that particular space.
The Old Ivy House in Clerkenwell is also welcoming the alcohol-free movement, serving Noughty Bear Non-Alcoholic IPA on tap. It allows customers the opportunity to ‘Zip’ their pints, creating a half-alcoholic-half-alcohol-free beer – perhaps a recognition of the spectrum of sober-curiosity in the capital.
“We’re still in a society where people won’t be 100% comfortable ordering something that doesn’t look like a beer, or doesn’t look like a gin and tonic. I think the word sober can sometimes get very mixed up.”
Ellie Womersley
Old habits die hard in London, with post-Pandemic “Thirsty Thursdays” entrenching the inner-city drinking culture. But as the quality and array of low-to-no products increases, Londoners seem to be gradually embracing a more balanced way of drinking.
