Almost one in three Brits are planning a completely alcohol-free Christmas, according to new research by Schweppes

According to new research by Schweppes, a third (34 percent) of Brits will be having an alcohol-free Christmas this year, with almost four in ten people (38 percent) aiming to welcome in the New Year with alcohol free cocktails. 

So, it’s no surprise that one in four (23 percent) British adults under the age of 40 now consider themselves as tee-total, according to a nationwide study.

One in three (32 percent) under 40s now describe themselves as either ‘sober curious’, or as a moderate drinker, choosing to enjoy a mix of alcoholic, lower percent and non-alcoholic drinks. 

Nearly half (43 percent) of Brits say they are seriously considering staying sober on Christmas Day this year, with a further 37 percent admitting they will be sipping mocktails or low and alcohol-free drinks more than alcohol this party season.

Drinking habits are also changing according to the data, with a new tribe of drinkers emerging – the ‘Flextipples’, Brits who are fluid in their drinking habits, easily mixing their tipple of choice between no, low and alcoholic beverages. The research shows that 60 percent of drinking age Gen Z and millennials are now mixing up their choices between enjoying alcohol in moderation and staying completely sober (26 percent). 

Sara Porter, Brand Manager for Schweppes Great Britain, said: “When it comes to enjoying a drink, attitudes and behaviours have shifted noticeably and we’re seeing more and more people actively enjoying Schweppes both with and without alcohol.

"Given the breadth of options that consumers now have - they no longer need to feel like they’re missing out on the ‘theatre’ of alcoholic serves if they instead choose a no or low-alcohol drink. As routines and habits evolve, ‘Flextipples’ are embracing the diversity of choice to suit their individual lifestyles.”

The top motivations for young Brits when it comes to choosing a drink include flavour (71 percent), cost (58 percent), alcohol content (37 percent), brand (34 percent) and calorie content (33 percent). “Doing it for the ‘gram”, or social shareability, is a key motivation for one in six (17 percent).

As a nation, over half (55 percent) of Britons prefer to drink at home on the sofa, followed by at the dinner table at home (42 percent) and eating out at a restaurant (31 percent). 

Almost a third (31 percent) like to have a drink at a friend’s house, while 29 percent enjoy popping down to the pub. One in five (19 percent) enjoy a beverage while in the kitchen cooking.

When it comes to waking up fresh on Christmas Day, nine out of ten under 40s (93 percent) say it would feel amazing. A half (47 percent) would take advantage of the feeling by having movie nights, meeting friends for a festive coffee (39 percent), going on shopping trips (30 percent) and enjoying romantic winter walks with their partner (28 percent).

Working out (25 percent), having friends over for afternoon tea (23 percent) and long hot soaks in the bath (22 percent) would also be on the agenda.

A further 90 percent say it would feel fantastic to wake up on New Year’s Day with a clear head.

--ENDS--

This research of 2,000 Britons was commissioned by Schweppes and conducted by Perspectus Global during November 2022.