A fifth of Generation X are now teetotal as more than one in three battle to cut down or ditch booze, a survey has revealed.
Brits aged 43 to 58 – the generation that previous studies have proven to buy the most wine* – admit they suffer from memory loss, embarrassment and tiredness after a night of drinking.
Now, some 31% of Gen Xers are boozing less than this time last year and 21% are teetotal, the survey of 2,000 people by alcohol-free specialists Eisberg found.
More than a third (36%) of Gen X are ‘sober curious’ and trying to cut down or ditch booze – compared to just 24% of Baby Boomers (aged 59 to 77).
Half of Gen X have tried alcohol-free options, like Eisberg’s wine range, and 28% believe they have become more appealing in the past year.
Dan Harwood, Eisberg’s Key Account Manager for UK and Ireland, said: “Gen Xers are proven to love a glass of wine but these figures show there’s a clear shift away from the boozy Brit stereotype.
“Middle-aged drinkers are prioritising their health and wellbeing – and they’re probably having more fun on their nights out now they’re not waking up with headaches and anxiety.
“More than half of them have tried alcohol-free options, like Eisberg’s wine range, and more than a quarter believe they have become more appealing in the past year.
“Eisberg is a great alternative and starts life as any other fresh and fruity wine.
“The alcohol is gently removed whilst keeping the great flavour of the wines you know and love.”
