Indeed, increasing numbers of celebrities seem to be jumping on the sober wagon, from Kim Kardashian to Calvin Harris, Blake Lively, Daniel Radcliffe and Eminem.
In fact, whilst heavy drinking is still de rigeur amongst my age group, more than one in five adults under twenty-five in the UK are teetotal. In London, where there's a large Muslim population, it's one in three.
(When I think back to my early twenties I cannot think of one person I knew, or even knew of, who didn't drink).
But perhaps all of this is being bigged up by writers looking for a new story. Many journalists (a notoriously boozy profession) seem to be ditching the drink, so maybe they are just particularly interested in the subject.
You know when a trend really is taking root when the big bucks start paying attention. Like when the food giants started making 'gluten free' options and declaring 'no added sugar' on all their packaging.
And that's what's happening now, my friends.
Tesco announced this week that they are introducing a whole 'low and no alcohol' aisle in the drinks section. They're not stupid - one of the trade magazine's announced that the sector was up 39% in value year-on-year.
Isn't that brilliant?
Up until now, the few alcohol free drinks available have been scattered around, usually on the bottom shelves, meaning that we have to search for ages for a few cans of Beck's Blue or an alcohol free wine, spending far more time than is fair or wise amongst the bottles of Chablis and Saint Emilion.
(I'll never forget my joy at finding a dusty crate of Beck's Blue in a Spar in Cornwall and taking it up to the cashier only for them to look at me in amazement, saying "You know there's no alcohol in that, do you?" They must have stocked it by accident).
(I'll never forget my joy at finding a dusty crate of Beck's Blue in a Spar in Cornwall and taking it up to the cashier only for them to look at me in amazement, saying "You know there's no alcohol in that, do you?" They must have stocked it by accident).
It's not just the supermarkets; the global drinks giant, Diageo (who've spent millions worldwide trying to get teenagers to drink more vodka), have invested an undisclosed sum in Seedlip, the distilled non-alcoholic spirit that's become my favourite 6pm tipple.
One of the hardest things about quitting the booze is being made to feel like you're mad, boring or have a problem by everyone you come across, but the tide is turning, and perhaps, one day, quitting the booze will be as acceptable (or even desirable) as ditching refined carbohydrates, sugar or cigarettes.
Happy Mother's Day to all my UK readers, and especially to PhoenixRising who is one year sober TODAY!
Love SM x
I love my st peters without and am hoping that will be more mainstream soon. I must try seedily but haven't gotten around to ordering it yet. We have a new puppy who likes getting up at 0430, even this am and not sure how that would go with a hangover. Good job you keep posting as many of the regulars seem quiet at the moment. Looking forward to your book, how are you going to do the identity bit?
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Huge congrats on new puppy! It's a bit like having a new baby isn't it? Early mornings and lots of poo ;-) Tesco have started stocking St Peters! I've got used to the idea of coming out. The publisher are already publicising the book under my real name so it's all over the Internet! Big hugs to you xxx
DeleteDoes that mean we can read about your new book already?
DeleteMorning all, and Happy Mothers Day, I hope you are right, I am hoping for my kids generation there will be a move away from drinking as a pastime, cool or necessary. They are at uni, and spend too much time 'recovering' from fun...😳🙄. Today marks one year sober for me...and huge part of my success was down to finding your blog SM and reading it from start to finish in the first few weeks, as I crawled through withdrawal, cravings and self examination...thank you from the bottom of my heart...I look forward to promoting your book when it finally becomes available..reflecting today, I realise that the only trigger for drinking I still have is when I want to escape..and that it just doesn't work...have a happy sober Sunday everyone..🤗
ReplyDeleteHappy Soberversary PhoenixRising! I'm going to revise my post now to give you a shout out! Awesome work 👏!
DeleteCongrats PhoenixRising on one year sober. Don't do what I did and start drinking 'in moderation' ahem.
Deletelove
Rob
Congrats to you PheonixRising!!! xo
DeleteCongrats on one year!! That's fab!!! Xx
DeleteCongratulations!
DeleteThank you all..🤗
DeleteThank you SM for the mention in dispatches..😇
DeleteMorning and happy Mother's Day to all the sober yummy mummy's out there!!!
ReplyDeletei hope you all have a lovely day, I've just been informed by my girls that we are going on a lovely walk then out for tea at turtle bay, so I will be sipping a lovely mocktail later!!!!
Hope the suns shining for you all :-) xxxxx
Happy Mother's Day! Last night I went to buy some Becks Blue in a Sainsbury's Local and was surprised but delighted to find it in a prominent position in the chilled cabinet. When I got to the till the sales assistant reacted in a similar manner to the one you encountered in the Spar in Cornwall. However, he went on to say that lots of customers had been returning to the shop for refunds as they hadn't realised the beer was alcohol free. Maybe the big bucks are changing but it doesn't sound like many in my local community are ready to go alcohol free just yet. I'm happy to continue to be a pioneer. x
ReplyDeleteHi SM..I hope the trend of alcohol free possibilities carries over into the US! I would LOVE to have options! Right now, my only real option is hoping the store has bottled alcohol free beer as opposed to cans! And that's if they even have it at all! I was out with friends last night and we stopped at a bar for a cocktail and they were out of AF beer! I don't know if that means it is in high demand or they easily forget to order more because it's not on the high priority list as a money maker! Something tells me it's the latter!! xo
ReplyDeleteThe tide is slowly changing SM. I was recently at a Sierra Nevada ski resort in California and asked if they have any alcohol free beer at the bar. The bartender said no and said he will start stocking it the following week as I was one of many requests lately. He also gave me a free Coke and apologized for not having AF beer. Lol.
ReplyDeleteThat's brilliant! I've had a few barmen apologise to me recently for only stocking one AF beer and not a range. Things are looking up!
DeleteI hope this trend comes to the US! That would be awesome!
ReplyDeleteI think you are right SM. I always make a point of asking at the bar about AF drinks. 9/10 times they have a beer and just recently I was in a little pub in the middle of nowhere and they had some posh presse and ginger beer. Yes am still sober btw. Will be 1 year in April. Can't believe it!
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