Adapting to the Sober Curious Generation

Catering to the evolving preferences of Gen Z requires a nuanced approach. While Gen Z consume alcohol less than Millennials, 43% of British Gen Z (of a legal drinking age) still consume beer, wine, spirits or pre-mixed alcoholic drinks at least monthly, according to Foresight Factory (2023). The report goes on to say that Spirits are the most popular drink among Gen Z, with 53% who drink monthly and 26% at least weekly. They are, interestingly – given the title of the article, also the generation least likely to be curbing alcohol consumption for the purpose of maintaining a healthy lifestyle.

Understanding the ‘Sober Curious’ generation and implementing student-friendly initiatives is certainly an area we are following closely – in fact, according to a new Bristol University (2024) study, introducing a draught alcohol-free beer in bars and pubs in England reduced the volume of draught alcoholic beer sold by just 4% to 5%, with no evidence (so far) of the intervention impacting net revenue overall. Let’s keep an eye on this!

Whilst drink choice is a factor for students, clearly, and for some possibly even alcohol-free options , according to our own March 2023 study (shameless plug!), other factors that influenced venue choice revealed potential growth areas with promotions and discounts.

To put this to the test, and sense check if students do still want a beer (or two), we partnered up with a SUBTV Students’ Union venue to promote a flash promo sale on Guiness for Paddy’s Day. With footfall counters tracking occupancy levels every 15 minutes, we invited students (by Push Notification via the SUBTV Playlister app) to get down to their local for a special limited time offer. Whilst the sale of Guiness clearly increased over this promotion, we’re pleased to report, the halo effect it produced ensured a steady flow of footfall (2.5x more on avg., compared to previous Sundays), and epos takings across a 4 hours period. Whilst Paddy’s Day played some part (as well as the previous day’s win by Ireland!), it undoubtably brought students together, whether they were drinking or sipping a 0% Guiness. Cheers!

Moreover, hosting competitions and giveaways add an element of excitement. Whether it’s offering meals or vouchers, the appeal of freebies is undeniable. Pairing these contests with themed nights or pub quizzes enhances the overall experience, enticing students to stay longer and spend more.

Read up on our: SUBTV’S Brain Teaser Quiz, to see how we’re helping our venues put this into practice.

Want to discuss ways we can help you drive footfall in your venue? Email lillian@sub.tv.  Here’s to creating vibrant, inclusive venues that cater to the diverse needs of young adults!

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