This Is Why Why Gen Z is giving up alcohol
Mar 19, 2026
Kate Nicholls, chair of UKHospitality, explains how pubs are reshaping menus and experiences for moderation. Millie Gooch, sober curious influencer and founder of Sober Girl Society, shares why she quit alcohol and how she builds boozeless social scenes. They discuss Gen Z’s shift to low/no-alcohol drinks, the rise of sober events and how venues can stay profitable while catering to clearer-headed customers.
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Why Millie Quit After A Career In Bars
- Millie Gooch stopped drinking at 26 after a severe hangover and worsening anxiety and depression that made her fear an irreversible decline.
- She worked in bars, learned binge culture at university, and decided to quit day by day, which led to eight years sober.
Early Sobriety Feels Like Starting Over
- Millie describes early sobriety as relearning social skills like dancing and navigating peer pressure and jokes about being boring.
- She approached it slowly, choosing specific social occasions to stay sober and building confidence over time.
Why Gen Z Is Drinking Less
- Multiple factors drive young people away from heavy drinking: mental health awareness, cost of living pressures, parental role models, and social media alternatives.
- Social media both exposes new sober role models and fear of viral drunken embarrassment, shifting behaviour.