The trend towards not consuming alcohol is gaining momentum. Participation in “dry January” continues to increase.

Generation Z is turning its back on alcohol and younger people are more likely not to drink. At Michelin-starred restaurant Sollip in London Bridge, non-alcoholic pairings have been just as popular as wine pairings, split 50/50. At the Colagreco restaurant it costs 70 euros, compared to the 146 it costs with wine. The menu is cheaper, very creative and saves the discomfort the day after a meal.