Atopia highlights the rise of glass half full ‘Gen Free’ moderation movement
Atopia, an award-winning no/lo spirits brand, has identified a new growing moderation movement of drinkers: ‘Gen Free’ – a 10 million strong collective of 25-40 year old alcohol drinkers (18.9% of the UK adult population) who would consider actively moderating their alcohol intake and going against pressures surrounding drinking culture, despite sober shaming from society.
The new research comes as part of Atopia’s mission to liberate Gen Free, advocating social acceptance of moderation without compromise for this movement. Unified by a common mindset as opposed to specific age or demographic, Gen Free believes in making conscious choices and leaning into the benefits of moderation far more so than the mindset of previous generations.
This growing movement of individuals who see alcohol as secondary to taste when selecting their beverage of choice, believe that an after-work drink, dinner party or a night out can be enjoyable irrespective of the alcohol content of their tipple. Indeed, the research findings reveal some sobering statistics:
- A large majority (78%) of millennials across the UK – equivalent to 11.2 million people – have faced pressures to drink when in social situations;
- More than half (59%) – around 8.4 million people – acknowledge the choice to consume alcohol or not affects their decision to accept social invitations;
- A further two-thirds (66%) – meaning 9.4 million millennials – admit that not drinking alcohol in typical drinking environments makes them feel uncomfortable, out of place and awkward.
The choices of Gen Free drinkers to moderate are largely health and wellness focused, with avoiding hangovers (52%), and improving both physical (51%) and mental (37%) wellbeing most important.
While annual events like Sober October and Dry January give people a breather from the social pressure of sobriety, one fifth (19%) of millennial drinkers say that they would not participate in these due to a perceived the lack of non-alcoholic options available. In addition, moderation isn’t, and shouldn’t be, limited to these two calendar months of the year – it should be a year-round choice, without compromise.
Atopia brand manager Jen Farrell believes that while Sober October and Dry January are ‘free passes’ during the year, Gen Free faces ongoing societal pressure to drink when they don’t always want to.
She commented: “Gen Free are those who actively choose to moderate, beyond the ‘socially acceptable’ months of abstinence. They enjoy socialising with friends and going out to events but unlike previous generations, they drink less, value their health more and see moderating their alcohol intake as a way of having a positive control on their lives.
“Instead of apologising for not drinking, Atopia liberates Gen Free by matching their values and their social aspirations, minus the alcohol.”
The shift towards living a more moderated life doesn’t mean dialling down the fun or accepting a less desirable drink choice; Atopia allows for all the fun and none of the fomo, with its Spiced Citrus (for example) creating a flavoursome take on a classic G&T.
Atopia Spiced Citrus is available to purchase from Waitrose, Amazon, and Clinkspirit.com nationwide for £25 RRP and was described as a ‘classy, distinctive spirit, bursting with pineapple flavour, grassy/hay notes, tropical fruit and citrus coming through’ by the International Wine & Spirit Competition, winning a gold medal in the nolo category.
