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Zebra striping: the drinking trend making a comeback

20 December 2024 By Sophie Arundel

With Gen Z leading the charge, alternating between alcoholic and non-alcoholic drinks at events is switching up the festive season.

This festive season, “zebra striping” is making a comeback across bars, pubs, and Christmas parties. Inspired by its monochromatic namesake, this practice of alternating between alcoholic and non-alcoholic drinks is becoming popular among a generation increasingly mindful of their health and well-being.

Paul Beavis, CEO of Wild Idol alcohol free wine, describes the trend as “a tangible reflection of the growing mindfulness around drinking habits, especially during festive social occasions.” He adds, “Alternating between alcoholic and non-alcoholic drinks allows people to stay in control while still fully enjoying the experience, ensuring no one feels left out.”

The recent resurgence of zebra striping aligns with a broader societal shift led by Gen Z and millennials, who are redefining socialising with a focus on moderation and balance. According to a recent report, over a quarter of UK adults now consciously “zebra stripe” during pub visits. While the concept of alternating alcoholic drinks with non-alcoholic drinks is no new revelation, the shift to more mindful consumption is reshaping the drinks industry, compelling venues to rethink their menus and cater to a diverse range of preferences.

Emma Hutchison, co-founder and executive creative director of drinks consultancy Sweet&Chilli, highlights the transformative impact of the trend on nightlife. “The zebra striping movement celebrates a shift in socialising, blending balance and inclusivity. This trend reflects the growing demand for mindfulness and alternative experiences, suggesting that bars and nightlife can thrive by offering a broader range of choices alongside traditional alcoholic drinks.

Embracing alcohol free

The results speak for themselves. Some bars, such as Nine Lives bar in London has seen a 15% increase in bookings compared to January 2023, a 38% revenue boost driven by zero-alcohol offerings, and a 7% rise in spend per person. It’s further argument to suggest that premium alcohol-free options are more than a fleeting trend—they’re a lucrative and sustainable approach to hospitality.

This Christmas, there seems to be less pressure on overindulgence, with more people embracing alcohol free options. Whether sipping an alcohol free sparkling or savouring a festive mocktail, partygoers can maintain their social stamina while embracing healthier habits. It’s a win-win for anyone looking to celebrate without compromise.