Move Over Gen Z: How Midlife Moderators are Changing the Drinking Game
- Denise Hamilton-Mace
- May 2
- 5 min read
Prefer to listen? Check out ep#85 of the Low No Drinker Podcast
When we talk about the sober curious movement, it's often Gen Z that gets the spotlight. They're lauded as the generation revolutionising our relationship with alcohol, and rightfully so - they're doing a fantastic job of normalising the choice to drink less. But as a woman in her mid-40s, I think it's time we acknowledge something that often gets forgotten: they're not the only ones!
This post is a shout-out to my generation - to all the Gen Xers out there, the older millennials, and even some boomers who are choosing to change the way they drink and might be feeling because of all the Gen Z talk that they're the odd ones out. I want to tell you unequivocally: You are not alone!
A Revolution Across Generations
I was inspired to do this episode by a lovely Irish gentleman in his 70s who contacted me after finding Low No Drinker Magazine. He shared that he had, within the last year or so, decided to give up alcohol and change his relationship with booze to allow him to continue to make the most out of life.
Eamon's story reminded me that while Gen Z are indeed doing amazing things, they're just one part of a much broader movement.
The Numbers Don't Lie
74% of UK adults (with similar numbers in the States) are actively moderating their alcohol consumption. 56% of UK adults in 2024 were actively trying to reduce their alcohol intake, up 50% from 2023 and 40% from 2020.
The numbers are clearly moving in an upward trajectory, and you don't need to be a statistician to see that more people across all age groups are reassessing their relationship with alcohol. This isn't a fad – it's a lifestyle change affecting all of us.
According to the KAM Insights 2024 report, alcohol consumption has declined across all age groups under the age of 55 since 2021. Weekly alcohol consumption has dropped by 6% among 35 to 54-year-olds from 2021 to 2024.
(Interestingly, those over 55 have traditionally been less likely to change their relationship with alcohol, but between 2024 and the first quarter of 2025, that trend is also shifting.)
Different Generations, Different Motivations
The reasons why people are cutting back share some common ground across generations: health, fitness, appearance, and behaviour all factor in. But for those of us in the older bracket, we also add things like longevity and energy levels to the list.
When I was in my 20s, life was all about partying, working hard and playing harder. Exercise happened on the dance floor; dancing until three o'clock in the morning, three nights a week, burns a heck of a lot of calories.
But as we mature, things change. We get jobs, have kids, and spend more time sitting than dancing. Health becomes far more of an active pursuit in your maturing lifestyle as we all start to put on a little weight, lose stamina, and struggle to keep up with kids or even grandkids. You might have a demanding job that takes a lot of your energy and focus, so being at your best becomes a more conscious decision.
How We Moderate Differently
Moderation now occurs year-round - on weekdays, weekends, holidays, boozy nights out and cosy nights in. But how we choose to moderate varies between generations:
Those aged 35-54 are most likely to reduce the number of drinks they have on an occasion and drink less alcohol overall. In contrast, Gen Z is more likely to reduce the volume per drink, perhaps opting for mid-strength drinks or 'zebra striping' (alternating alcoholic and non-alcoholic drinks).
It's all about extending the experience for those over 35 rather than cutting it short: 44% of people over 35 say that starting with a low-no drink on a night out helps them drink less overall. Another 44% say they would stay longer in a venue if they could have a decent non-alcoholic version of their favourite drink.
What We Look For In Our Drinks
What we drink differs, too. For Gen Xers, we're more likely looking for drinks that replicate what we used to enjoy. We've spent years finding our favourite wines, beers and cocktails. As we get older, we become creatures of habit., we know what flavours and experiences we enjoy, so we tend to seek replicas that reproduce those familiar taste sensations.
This contrasts with younger generations who might not have consumed much alcohol before becoming sober curious, so they've not developed the same brand affinity and instead are looking for alternative drinks offering great flavour experiences, perhaps with functional ingredients that provide other benefits.
The Financial Factor
While Gen Z may be the face of the sober curious movement, there's an important economic reality to consider:
Gen Z is struggling financially (I mean, aren't we all!). Jobs are harder to come by, the cost of living is increasing, it seems, on an hourly basis. Disposable income is at a premium for most people, but the older you get, the longer you've been in employment, the more you've established your personal wealth and the more disposable income you're likely to have.
So, while Gen Z might be more vocal about changing their drinking habits, Gen X and older millennials have the financial wherewithal to support this category, and that's a significant reason why they should not be ignored!
They're the ones who can spend money on premium bottles of alcohol-free beers, wines and spirits that might cost the same as a full-strength version - something younger non-drinkers might baulk at.
Older generations are looking for drinks that give them a familiar experience and are willing to pay for that privilege.
A Quieter Revolution
Another key difference between the generations is how we talk about our lifestyle changes: While older generations use social media, it's far more about consuming social media than it is about posting on one's personal page. We're not as likely to broadcast our choices or invite others to join us on our journey.
This makes it "a quieter revolution for older generations, but that doesn't mean it's any less valid."
It's Never Too Late
The message here is that you are never too old to decide that you want to take a look at your relationship with alcohol and make changes for the better in whatever way that serves you.
This doesn't have to mean giving up alcohol altogether. It might mean drinking a little less each time you go out, zebra striping between full-strength and low-no options, or 'coasting' with lighter drinks throughout the evening. Whatever approach works for you, know that there are peers in your own generation feeling precisely the same way. You might just be surprised at how many people will respond with "Me too" when you open up about cutting back.
The Bottom Line
Whatever generation you're in, whatever age you are, choosing to 'drink different' is not limited by the date on your birth certificate. It is only limited by your adventurism, your excitement and your willingness to try the drinks that can allow you to live a life less intoxicated."
Listen in to episode #85 of the Low No Drinker Podcast
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