Is Generation Z to Blame for the Decline of Clubbing Culture?
Why Changing Social Habits Are Redefining Drinking Culture — and How Sober and Sober-Curious Students Are Shaping Its Future.
Its that time of year again – the sun is out and once upon a time, that might have meant a full pub garden, BBQs and beers, and an open tab of Aperol spritzes. Now, Generation Z has been labelled by the media as ‘the sober curious generation,’ the kids who have ‘fallen out of love’ with alcohol, shifting their focus from drinking heavily, and opting for a ‘healthier’ lifestyle.
Are young adults today swapping alcohol for coffee and evening pub trips for morning run clubs, and what has promoted this dramatic shift in drinking patterns?
According to the verywellmind.com, ‘sober curious’ is a term that means an individual is questioning their relationship with alcohol. ‘The Sober Curious movement is a growing group of individuals who opt to drink less or not at all as lifestyle choice’ says Peter M. Vernig, a licensed psychologist and Vice President of mental health services at Recovery Centres of America.
With young adults consuming less alcohol, the hospitality sector is taking a hit as sales decline. University cities such as Oxford, Birmingham, and Brighton are bearing the brunt of this shift, having once been famous for their vibrant student nightlife. Now, many student unions are focusing on promoting alcohol-free events, catering to a wider range of needs and preferences.
As a recent university graduate, I’d consider myself well versed in student life. First year was all about going to the biggest events, meeting as many new people as possible, and seeing where the night would end. By second year, priorities began to shift as the workload increased, although I was still a regular at my local club. By third year, however, I was practically sober and could count on one hand the number of times I’d gone out for a drink. And I was not alone in this.
‘Nobody cares that much,’ States Tallulah, an Oxford Brookes university graduate, who for her dissertation choose to write about the topic of sobriety.
Unlike the rest of her peers, Tallulah never felt compelled to drink, maintaining ‘it never really interested me.’ However, that doesn’t stop her from going out, in fact she loves a boogie, but emphasises to be selective with who you go out with and advises anyone thinking about doing a sober night out to engage in positive affirmations. ‘Try to be confident in yourself, surround yourself with people who are going to lift you up and enjoy the vibe. I like to dance, and if you’re worried about people looking at you, everyone is drunk, no one cares, and don’t not worry they are seeing three of you right now.’
During our interview we discussed the benefits of sobriety and how it’s not only about drinking, but also the ethical position people are put in when they drink and the stigma round drinking culture at University. We discussed sports socials and the pressure there is to drink at sports socials through activities, challenges, and drinking games that actively engage in dangerous drinking habits. ‘There is not a lot of respect; people have to consider people’s boundaries.’
The increasing number of sober and sober-curious students has led to financial challenges for nightclubs and other hospitality establishments, resulting in some businesses facing the possibility of closure. In 2024, popular nightclub chain, Rekom, owner of Atik and Pryzm, found themselves in trouble after the combination of the cost-of-living crisis and the drop in students going out. This ultimately led to the closure of seventeen venues across the UK including Oxford, Leeds, Birmingham, Exeter, and Nottingham. Additionally, new data has been released by the BBC stating that 400 nightclubs permanently shut down between March 2020 and December 2023.
I had the pleasure of interviewing Aash, the manager of The Mad Hatter, a speakeasy cocktail bar in Iffley and Horia, the manager of Kibou, a Japanese restaurant and bar in Jericho, about the problems hospitality face during the rise of student sobriety.
How has [The Mad Hatter/ Kibou] adapted to changing attitudes towards alcohol and nightlife — for example through alcohol-free drinks, themed events, or changes to the atmosphere?
Aash, manager of The Mad Hatter: ‘The hospitality industry has had a massive dip in sales for sure, especially places in university towns as compared to places in big cities.’
Horia, manager of Kibou: ‘Hospitality industry has multiple fields: I think bars and pubs are getting the brunt of it. While drinks are not the biggest part of our profit, it is a key factor too. So, the increase in sobriety is having a financial impact on us too.’
Have you noticed university students drinking less or choosing alcohol-free options more often compared to previous years?
Aash: ‘Yes for sure, we’ve had more students choose not to drink than usual. Though from personal observations & conversations: a huge reason for the sobriety is the cost-of-living crisis, students can’t afford to be drinking when rent is so expensive.’
Horia: ‘Yes, a lot of the young people opt out of drinking. I think they’re more inclined to just having water.’
How have you adapted to changing attitudes towards alcohol and nightlife — for example through alcohol-free drinks, themed events, or changes to the atmosphere?
Aash ‘We have increased our options in alcohol free drinks with kegs on taps, bottles of beers, 0% spirits and non-alcoholic prosecco. We also do offer very thought-out mocktails too that are ordered frequently. We’ve recently started a new section on our menu with heavily discounted, low ABV cocktails, so people don’t have to commit to a lot of alcohol for a good cocktail.’
What are your predictions for September’s Freshers and how this might affect your business?
Aash: ‘Since the Hatter offers experiences and activities along with the cocktails and alcohol, I do still think we’re gonna see a lot of students as usual coming in for a good time. We are bringing about a lot more interactive things to do at student prices to make it more fun than just a regular venue which wouldn’t be appealing especially for someone who wasn’t drinking.’
Horia: ‘I don’t think it will impact us. We get an older clientele. Our interactions with student customers are usually through the summer exchange programs which I predict would be as usual.’
So, with this in mind, what is sober-curious, why is it so popular amongst the younger generation?
Several factors have contributed to the decline of clubbing culture amongst students and young people. These being the cost-of-living crisis, religious beliefs, physical fitness, and of course social media.
Many people attribute the rise in social media for this generation’s abstinence to alcohol, but can we really put all the blame on social media, or a general awareness for one’s health and financial situation? Or could it just simply be that alcohol is no longer being enjoyed like it once was, and the ways in which young people choose to socialise are shifting?