Gen Z and younger millennials are generally drinking less than older generations and, when they do drink, are doing so more intentionally, prioritizing quality, flavor, and social context over quantity. That change is pushing bars and alcohol brands to design products for daytime moments, and reshaping how the industry defines a "drinking occasion."
Due to alcohol being a depressant substance, this means that it slows down your central nervous system by calming the neurotransmitters that keep you alert. Alcohol can behave the same way sedatives do, by fixating on the two neurotransmitters in your brain known as gamma-aminobutyric acid (GABA) and glutamate.
"The lonely ones come in on weekends," one bartender told me. "The Tuesday night regulars who sit by themselves? They're usually the ones who have their lives together."
Fresh research from the Kansspelautoriteit (KSA) shows nearly a quarter of Dutch adults, 24%, believe people around them see gambling as normal behavior. Men were significantly more likely than women to share that view. The regulator surveyed 1,000 residents and found that when gambling comes up casually in conversations with friends or family, people are more likely to join in themselves.
The day I turned 16, I picked up two things - my driver's license and a $1.98 pack of Kool 100 Milds from a gas station I knew would sell to me. It was 1995, and I still remember the freedom and rebellion alive in my heart while my hair blew in the wind. From the window of her mom's LeBaron convertible, my friend and I flicked our cigarettes and seemingly our adolescent troubles with them.
The average Thanksgiving meal, Johnson warned on social media, was "roughly equal in metabolic injury" to smoking seven cigarettes. He tabulated the average calories, fat, carbs, sugar, and salt of the typical spread, all high. And he painted a picture of the damage the meal would do to one's body: "massive glucose spikes," "oxidative stress," "immune suppression," "sleep disruption," and "acute endothelial dysfunction."
Today, people generally seek balance when pursuing their personalized wellness goals in a new year. That shift has made way for trends like "Damp January," which encourages creating more mindful drinking habits. With this evolution, brands in the nonalcoholic beverage space are fine-tuning their marketing campaigns to reflect year-round interest in alcohol moderation. By using cheerleading-like marketing language over a shameful tone, brands hope customers will feel more receptive to incorporating their beverages. And with more products entering the market - which now also includes functional drinks and cannabis tonics - these companies are stepping up their marketing spending to broaden their target audience.
Well, there are also new alcohol guidelines to go along with it. The new guidelines remove the previous recommendation that men limit their alcohol intake to two drinks or less per day and women to one or less. Now, the guideline simply advises, "Limit alcohol consumption for better overall health."
The CDC says even moderate drinking can increase health issues; going above the line, even more so. It recommends no more than one drink a day, which means around seven a week, for women (the amount doubles for men). Based on the NIAAA's guidance, having four or more drinks in a day counts as binge drinking, no matter how spaced out the drinks are. This was a rule I also broke fairly frequently at parties and weddings.