NEARLY half of Gen Z drinkers are planning a tee-total Christmas.
A poll of 2,000 adults who celebrate the festival and drink alcohol found those born after 1996 were most likely to go without booze.
That compared with only 17 per cent of Baby Boomers who have ever considered it, with just six per cent making the pledge this year.
Brian Perkins, president of Budweiser Brewing Group UK&I, which commissioned the research as part of its campaign to encourage drinkers to moderate together, said: “Moderation is no longer limited to awareness months and days, it is now part of our everyday lives.
“Efforts to moderate in January have been brought forward into the festive period, and throughout the rest of the year, as we see more people choosing no-and-low alcohol alternatives as their drink of choice.
“What’s even more positive, is that moderation isn’t impacting people’s enjoyment, in fact, these results reaffirm that we can and do still enjoy ourselves just as much.”
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The study, which was conducted via OnePoll, also found that almost a third (30%) say they’ve noticed more people in their social circles choosing to reduce or eliminate alcohol from their Christmas celebrations.
Meanwhile, 56% believe that festive parties now offer low- or no-alcohol drinks more frequently than they did five years ago.
Additionally, 55% feel that the variety of these drink options has significantly improved over the same period.
The study also revealed 64 per cent of adults are keen to moderate their alcohol intake longer term, not just at Christmas.
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