Since COVID-19 restrictions were introduced in the UK, speculation has arisen regarding how the drinking behaviour of people has changed in response to the measures. The impression that the UK is a ‘nation of binge drinkers’ remains, despite pubs being closed during the lockdown period. Instead, evidence has shown that people have turned to consuming more alcohol outside of the pub/club environment, resorting to drinking at home, online social drinking or illegal raves. In some cases, it even created an increase in drinking habits; approximately 1 in 3 British people were drinking between four and seven days a week.  However, since the UK government eased lockdown restrictions, individuals have been more willing to cut down their levels of alcohol consumption. A recent survey carried out by Censuswide on behalf of alcohol-free beer brand, Freestar, has identified a new type of drinker, ‘ABVarious’. Between 15-16 July 2020, it surveyed 2,001 adults. The findings showed that 2 in 5 people in the UK have identified themselves as ‘ABVarious’.

What is the ABVarious Tribe?

ABVarious drinkers are people who opt to drink alcohol with a more balanced approach – as opposed to binge drinking. They may choose to supplement alcohol with non-alcoholic drink options in between. This is fairly similar to the Flexitarian approach, where people have a predominantly plant-based diet, but may occasionally eat a meat product. People who are ABVarious believe that by applying this approach, they will see improvements to the likes of their mental health, waistline and the environment.

Is this Lifestyle Sustainable?

Censuswide’s survey highlighted that 1 in 5 people in the UK had thought about their alcohol consumption during lockdown at least once per day – with 37% of millennials (25-40 year olds) expressing a wish to reduce their alcohol intake following the COVID-19 pandemic.

Due to the rise in alcohol-free drink choices available in venues and supermarkets, 1 in 2 Brits would agree this new approach to their drinking behaviour is sustainable. Despite this, 29% of brits still feel uncomfortable drinking alcohol free products within public venues, due to the negative stigma attached to ‘not drinking’ – preferring to drink such products within their own home.

Perhaps being part of this new ABVarious tribe movement is a way to overcome such stigma.  When identifying as a group of people with a cause, rather than just an individual choosing not to drink, it seems to have more strength and make a bigger statement to society.

The Government are considering bringing in calorie content on alcohol labels. This would help people who are ABVarious make informed choices regarding what to consume.

After reading this blog, would you consider yourself as part of this movement?  Do you feel there are affordable alcohol-free options within the venues you go to?

Reference:

NEW STUDY REVEALS THE RISE OF BALANCED DRINKING AS 2 IN 5 BRITS IDENTIFY AS NEW TRIBE, ABVARIOUS

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