For previous generations, not drinking was often seen as antisocial, boring, or even suspicious. But among 18 to 25-year-olds in London, that’s changing fast. What was once seen as "opting out" is increasingly becoming a deliberate choice, or even a statement.
We surveyed 300 18–25-year-olds in London to understand how their drinking habits, motivations, and cultural perceptions are evolving and what it means for brands, nightlife, and identity.
NoLo isn't Niche Anymore.
This isn't a trend. It’s a generational redefinition of what it means to socialise, relax, and celebrate.
1 in 5
Gen Zs in London don’t drink alcohol at all.
0%
Feel good about their current alcohol intake.
0%
Are actively cutting down their consumption.
The Spectrum of Social Drinking
It's not "drinkers vs non-drinkers". The reality is a fluid spectrum. Click to see how the 300 people we surveyed break down.
Mindset Over Money
Gen Z’s decisions are driven by self-stewardship, not the cost of a pint. Click the drivers below.
The Social Shift
Not drinking has gone from social taboo to badge of honour. The cultural tide has turned.
0%
Of Gen Z see drinking less as either aspirational or socially accepted.
Only 18% still feel it's 'opting out' or the cultural default. The stigma is dead.
YOLO Chaos is Out.
Curated Control is In.
Mindset Showdown
Wellbeing has replaced wildness as the new cultural currency.
"Health is Wealth"
0%
"Work Hard, Play Hard"
0%
The NoLo Hero
Function isn't enough. NoLo needs to serve aesthetic, mood, and main-character energy. The clear winner? Mocktails.
The Takeaway for Brands
Moderation is Premium
Innovate for balance, not just buzz. This generation respects products that support control, clarity, and experience.
Speak to the Mindful Mixer
The target isn't just the teetotaler; it's the huge group actively editing their consumption. They aren't abstainers; they are editors.
Design for Duality
This audience is both NoLo and YOLO. The future isn’t "alcohol-free," it's "alcohol-optional." Brands need to live in both worlds.
Sell a Vibe, Not a Virtue
Gen Z skips booze to stay sharp, not to be “good.” NoLo wins when it looks great, feels fun, and brings main character energy.