New research from Time Out in collaboration with Peroni Nastro Azzurro 0.0% suggests customers are approaching nights out with greater intention, choosing drinks that suit the moment, the pace of the evening and how they want to feel the following day.
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Alcohol-free options are also becoming an expected part of the drinks menu across bars, restaurants and festivals, reflecting how quickly consumer habits are evolving.
The research titled Sip Happens: Mindful Tastes suggests there is a much more considered, mindful approach to drinking and going out made by Gen Z and Millennials than older generations and that three out of four Gen Zs and Millennials say they’re making everyday drinking consumption choices more mindfully.
Shift in mindset
Time Out head of content Lewis Corner said: “For a long time, the night out was closely tied to escapism. What we’re seeing now is a shift in mindset. People still want the energy and connection of being out, but they’re approaching alcohol more intentionally.
“Rather than drinking to switch off, many are choosing drinks that help them stay present and enjoy the moment for longer.”
Indeed, the Sip Happens report has identified three forces shaping this new drinking mindset: the moment, the energy and the taste.
It suggested drinking choices are increasingly shaped by the moment with many people now adapting what they drink depending on the occasion, from after-work drinks to late-night dancefloors, and more than half of UK drinkers (54%) saying they switch between alcoholic and alcohol-free drinks depending on the situation.
Extending the experience
Meanwhile, energy is a major driver behind changing drinking habits. Many drinkers say they are moderating alcohol in order to feel better the next day, with around two thirds of respondents (64%) saying they are more conscious of how alcohol affects their energy levels and wellbeing.
Rather than stepping away from nightlife, moderation is increasingly becoming a way to stay present and extend the social experience, according to the report.
Taste is also playing a growing role in drink choices. As alcohol-free and low-alcohol options improve in flavour and quality, they are increasingly chosen for enjoyment rather than simply as substitutes for alcohol.
The research shows almost half of drinkers (47%) now prioritise flavour when choosing alcohol-free options, reflecting growing demand for drinks that deliver flavour and experience regardless of alcohol content.
Together, these shifts suggest mindful drinking has moved beyond trend status and into everyday culture. The night out is not disappearing – it is evolving.
