Dry January is no longer an all-or-nothing challenge for Gen Z. Instead of cutting alcohol out completely, younger drinkers are increasingly embracing moderation-led habits that allow them to stay social while rethinking their relationship with alcohol.
New research from BERO — the premium non-alcoholic beer brand created by actor Tom Holland — reveals a clear shift away from rigid detox rules in favour of more flexible, lifestyle-first approaches to drinking.
Gen Z Is Choosing Balance Over Abstinence
While Dry January has traditionally focused on total abstinence, the study suggests Gen Z Brits are rewriting the rulebook. Nearly one in five believe the month should be “drier” rather than completely dry, reflecting a growing appetite for moderation over restriction.
One emerging trend gaining traction is “Zebra Striping” — the practice of alternating between alcoholic and non-alcoholic drinks on a night out. For many, this approach feels far more realistic than going cold turkey, especially when socialising remains a priority.
According to the research, almost a quarter of Gen Z respondents say zebra striping is more achievable than full abstinence, with 32% believing it’s the most realistic way to cut back on alcohol consumption.
Key Findings From the Study
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Nearly 1 in 5 Gen Z Brits believe Dry January should be “drier” rather than completely dry
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1 in 11 are already practising zebra striping on nights out
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24% say zebra striping feels more achievable than total abstinence
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32% believe alternating alcoholic and non-alcoholic drinks is the most realistic way to cut back
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Only 12% cut out alcohol completely during Dry January
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25% have felt excluded from social plans when not drinking
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1 in 7 admit to pretending to buy an alcoholic drink to avoid attention
Rather than cutting alcohol out altogether, moderation is becoming the dominant mindset. The findings point to a wider cultural shift — one that prioritises balance, flexibility, and sustainability over strict self-denial.
The Social Pressure Around Not Drinking
The research also highlights the social dynamics shaping Gen Z’s drinking habits. A quarter of respondents say they’ve felt excluded from social plans when choosing not to drink, while one in seven admit to pretending to buy an alcoholic drink just to avoid drawing attention.
These behaviours underline the importance of inclusive, low-pressure drinking environments — and the growing demand for high-quality non-alcoholic options that allow people to participate fully without compromising their choices.
BERO and the Future of Modern Drinking
Commenting on the findings, John Herman, CEO and Co-Founder of BERO, said:
“This new data shows how Gen Z is redefining drinking culture. Rather than opting out entirely, they want the freedom to move between alcoholic and non-alcoholic options in a way that still fits around their social lives. Dry January is becoming less about strict rules and more about balance — a lifestyle that we are particularly attuned to at BERO.”
BERO has recently secured its first national UK supermarket listing at Morrisons, making its range of premium non-alcoholic beers more accessible nationwide. The brand is also available across select on-trade partners, including Gordon Ramsay Restaurants and the Ottolenghi restaurant group, as it continues to build a carefully curated presence across retail and hospitality.
As Dry January evolves, one thing is clear: for Gen Z, the future of drinking isn’t about extremes — it’s about choice, balance, and staying connected.
