Culture

1 article

Young adults enjoying a social gathering with a variety of sophisticated non-alcoholic beverages, symbolizing the sober curious trend.

Gen Z's sober curious trend disrupts alcohol market by 2026

In 2024, almost a quarter (24%) of adults in England reported not drinking alcohol, a significant increase from just under a fifth (19%) two years prior.

Kenji Nakamura·June 8, 2026