The UK has an engrained drinking culture where it is not just acceptable to drink, but expected. That isn’t to say those who choose to drink should be shamed either. Enjoying a gin and tonic isn’t a bad thing, but feeling the need to drink a gin because it is the right thing to do in a social situation is a bad thing and is an attitude we need to change together as a society.

This week, we opened up Women’s Health Magazine and were greeted by a full page advert by Juke’s, the ‘healthy and sophisticated non-alcoholic drink’. It spoke to us, as looking through the ads is a bad habit we have coming from the publishing/advertising world, but more importantly seeing an alcohol-free brand in a large publication was a refreshing sight.

For years, we have been subject to glamourised drinking through the media. From models in the 90’s stumbling out of clubs, to product placement in movies such as James Bond and unrealistic perceptions that are portrayed through beautiful advertisements.

The alcohol industry has been doing this for years with a specific focus on women, linking the advert to friendships, relaxation and empowerment. The new female-focused marketing approach has also seen a new wave in female-led alcohol products focusing on pink packaging, glitter and friendship. 

Kate Baily, a West Sussex-based podcast host and the co-author of the book Love Yourself Sober: A Self-Care Guide to Alcohol-Free Living for Busy Mothers, says the impact of alcohol marketing for mothers is a concern. Wine o clock and mummy juice has started to build momentum and with growing concerns around how busy women navigated anxiety, Baily says ‘“women were using alcohol [as] an acceptable face of self-medication and stress release. We were sold it as this kind of reward at the end of the day.”

The female focused marketing approach has definitely worked with studies confirming that women are now drinking nearly as much as their male counterparts. 

As people start to become more health conscious and aware about their alcohol intake however, there is a movement towards mindful drinking and sober curiosity. Groups of people are coming together for coffee, alcohol-free meet ups and online to share their sober experiences and what life is like without alcohol in it. 

These passionate people around the world are normalising not drinking, supporting each other and actively launching alcohol-free events (better_life_guy we are looking at you with your Thames ‘No Booze Cruise’ in September)

When making the decision to go alcohol-free, one of the biggest challenges we see time and time again is telling people we are alcohol-free and how to respond to the questions asked in social situations

Alcohol is still such a big part of our culture, and to not drink is still a new concept - education needs to happen, with media, TV and increased awareness all playing into this. It has begun with people looking to reduce their alcohol intake, rising popularity of alcohol-free bars, drinks and people embracing the lifestyle that comes with less booze.

We were told a story by Brunswick Aces recently, an alcohol-free spirit and Australia’s first ever alcohol-free bar that stuck in our mind. As they opened, they told us how a customer came up to their bar crying. She said how she never felt more included than in their bar and thanked them for providing a place she could feel comfortable to drink with likeminded people. 

As consumer choice becomes more varied, this will bring greater opportunity. Having a larger alcohol-free menu at restaurants and bars will mean those choosing not to drink will have a choice that stands up against the alcoholic drinks available and aren’t sidelined with a water or sugary alternative. A well made, high quality cocktail or a gin alternative and tonic in the same glass as their alcohol counterpart. This will bring more comfort and support as we normalise not drinking.