Zebra striping: The healthier, cheaper way to drink this holiday season
As the holiday season approaches, a growing trend in Britain might help partygoers enjoy festive outings without overindulging. Known as “zebra striping,” this moderation tactic involves alternating between alcoholic and non-alcoholic drinks throughout a night out. With nearly 25% of UK adults embracing this method, it reflects a shift in drinking habits towards health, cost savings, and inclusivity.
A quarter of UK adults are moderating alcohol intake
Recent research reveals that one in four drinkers in Britain regularly zebra stripe when they visit pubs and bars. The trend is even more pronounced among younger adults: 78% of 18-24-year-olds mix alcoholic and non-alcoholic beverages, demonstrating a clear departure from traditional drinking habits.
This behavior isn’t limited to special occasions. Year-round moderation has become common, with three-quarters of UK drinkers actively working to reduce alcohol consumption in 2024. Sales data backs this up, showing increased demand for low and no-alcohol drinks during summer, festive seasons, and Dry January.
Why zebra striping makes sense
The benefits of zebra striping go beyond cutting alcohol intake in half. This method helps drinkers save money—trading every second pint for a lime and soda can make a night out significantly cheaper. For pubs and bars, the trend is an opportunity to attract patrons seeking quality alcohol-free options. With 65% of UK adults considering the preferences of non-drinkers in their group when choosing venues, businesses that cater to both drinkers and non-drinkers stand to gain.
Health and wellness also play a role. Alternating drinks allows for better hydration, reduced hangover risks, and fewer calorie-laden beverages. This approach aligns with a broader societal move towards mindfulness and moderation in all aspects of life.
Pubs adapt to changing drinking habits
Zebra striping is reshaping the social drinking landscape, emphasizing inclusivity. More than one-third of pub visits by UK adults are now alcohol-free, a stark contrast to the once beer-dominated pub culture. Yet, the love for pubs endures: 53% of 18-24-year-olds report frequenting pubs weekly, even as many abstain from alcohol.
Younger drinkers are particularly vocal about their expectations. Over two-thirds of them say they’ve left venues due to poor, low or no non-alcoholic options. For hospitality businesses, improving the availability and quality of alcohol-free offerings is essential to staying competitive.
For those looking to experiment with creative non-alcoholic options to serve your clientele, try a refreshing twist like a holiday-inspired mocktail with the potential engagement to reach over 1 million consumers. Tastewise’s recipe for a spiced cranberry spritz combines bold flavors and seasonal cheer, perfect for any gathering.
More moderation methods emerge
While zebra striping takes center stage, other moderation tactics are also gaining traction. Strategies like “going low” (opting for low-alcohol beverages) and “bookending” (starting and ending with non-alcoholic drinks) highlight the creative ways people manage their alcohol consumption. These practices echo the same goal: enjoying social occasions while staying mindful of health, finances, and responsibilities.
A cultural shift in drinking
The rise of zebra striping symbolizes a broader cultural transformation. Once centered around heavy drinking, socializing is becoming more inclusive and balanced. Katy Moses, Managing Director at KAM, explains, “A decrease in alcohol consumption doesn’t mean a decrease in demand for great experiences in pubs, bars, and restaurants. People want to enjoy these spaces without the need for heavy drinking.”
Luke Boase, founder of Lucky Saint, echos this sentiment: “After thousands of years of centering social occasions around drinking, we’re seeing a rapid cultural shift. Today, moderation and alternatives like zebra striping are shaping the future of socializing.”