For years, the drinks industry divided consumers into two simple groups:
People who drink alcohol
and
people who do not.
A newer behaviour breaks that distinction.
Instead of choosing between an alcoholic night and a completely alcohol-free one, consumers are moving between the two during the same social occasion.
They might choose one conventional beer, followed by an alcohol-free beer, then switch again later. The drinks industry has given this alternating pattern a memorable name:
Zebra striping.
The behaviour matters because it changes the role of non-alcoholic drinks.
They are no longer reserved only for designated drivers, people abstaining completely or consumers participating in Dry January. They can sit beside alcoholic products within the same person’s evening.
That creates a fundamentally different market:
The alcohol-free beer is no longer competing only against alcohol. It is becoming one part of a mixed social routine.
This is one signal from the Consensys Innovation Signals Engine, which continuously scans a library of more than one million products worldwide for emerging shifts in formulation, positioning and consumer demand.
The 78% statistic does not mean what many headlines suggest
The most widely repeated statistic comes from research conducted by hospitality-insights company KAM in partnership with alcohol-free beer brand Lucky Saint.
The 2024 study found that:
- • Around one-quarter of UK drinkers said they alternated alcoholic and alcohol-free drinks during a pub or bar visit.
- • Two-thirds of UK adults combined alcoholic and non-alcoholic drinks during the same occasion, even when they did not alternate them in a strict sequence.
- • That wider figure increased to 78% among 18–24-year-olds.
This is an important distinction.
The original research does not establish that 78% of all Gen Z drinkers follow a precise one-alcoholic, one-non-alcoholic pattern.
It establishes that 78% of the surveyed UK consumers aged 18–24 mix the two categories during nights out.
The full KAM report is commercial research, while the publicly available summary provides the headline results but not enough methodological detail to treat the figure as a universal Gen Z behaviour.
Zebra striping is a new name for an older behaviour
People have long alternated alcoholic drinks with water, soft drinks or other non-alcoholic options.
What is new is the cultural packaging around it.
The behaviour now has:
- • A recognisable name
- • Dedicated market research
- • Alcohol-free products designed for the same occasions as alcohol
- • Brand campaigns that show consumers moving between both
- • Hospitality menus built to support moderation without social withdrawal
Diageo identified zebra striping as one of the socialising trends shaping 2025. Its global foresight report analysed more than 160 million online conversations and connected the behaviour with growing discussion around wellness, self-care and slower social occasions.
The company reported a 79% year-on-year increase in online discussion around what it called “decelerated occasions”—social experiences that place less emphasis on intensity and speed.
Naming the behaviour makes it easier for brands, venues and consumers to recognise and repeat.
This is not the same as sobriety
Zebra striping sits between conventional drinking and complete abstinence.
The consumer may still want:
- • The flavour of beer, wine or a cocktail
- • Participation in the social ritual
- • An alcoholic option during part of the occasion
- • A drink that feels adult and appropriate to the venue
- • More control over the evening
This means the behaviour should not be classified simply as part of the sober movement.
It belongs more accurately to:
- • Active moderation
- • Sober curiosity
- • Intermittent abstinence
- • Occasion-based alcohol reduction
- • Alcohol and non-alcohol portfolio switching
The same individual can be an alcohol buyer and a non-alcoholic buyer within minutes.
The motivation is broader than “staying out longer”
The original row says Gen Z consumers alternate drinks specifically to extend the night without the physical toll.
That is plausible, but the source data supports a wider range of motivations.
KAM linked moderation with:
- • Physical wellbeing
- • Mental wellbeing
- • Saving money
- • Reducing alcohol consumption without abandoning social occasions
Euromonitor’s 2025 global research found that consumers trying to reduce alcohol were motivated by feeling healthier, avoiding long-term risks, saving money and improving sleep. It also found that 53% of occasional alcohol consumers globally were trying to cut back, up from 44% five years earlier.
The practical benefit may include spending more time socially without consuming alcohol continuously.
But it is not the only reason.
Consumer Benefits
- • Greater control over alcohol intake
- • Continued participation in social occasions
- • Lower total alcohol consumption
- • More product variety
- • Potentially lower spending
- • Reduced emphasis on intoxication
The behavioural story is therefore not that young adults have discovered a trick for extending nights out.
It is that they are redesigning the relationship between drinking and social participation.
Gen Z still values pubs and social venues
Lower alcohol consumption does not necessarily mean reduced interest in going out.
KAM found that 53% of UK 18–24-year-olds reported visiting a pub or bar at least weekly—the highest visit frequency among the surveyed age groups. More than one in five in that age group said they did not consume alcohol.
This creates an important commercial distinction:
Hospitality demand can remain strong even when alcohol consumption weakens.
The consumer may still want:
- • A well-designed venue
- • Time with friends
- • Live sport
- • Music
- • Celebration
- • Premium drinks
- • A sense of occasion
The venue loses relevance only when its non-alcoholic choices feel inferior.
KAM reported that 68% of surveyed 18–24-year-olds had left a venue early or felt disappointed because of poor low- and no-alcohol choices during the previous three months.
The non-alcoholic drink must belong in the same occasion
A glass of tap water technically allows someone to alternate.
It does not create much commercial opportunity.
Brands and venues benefit when the alcohol-free round feels as considered as the alcoholic one.
That requires products with:
- • Adult flavour complexity
- • Familiar glassware or packaging
- • Appropriate bitterness, acidity or texture
- • Strong visual presentation
- • Clear brand identity
- • A price and experience credible within hospitality
This is why the rise of zebra striping benefits products such as alcohol-free beer more directly than ordinary soft drinks.
An alcohol-free beer can preserve much of the ritual:
- • Ordering a recognised brand
- • Receiving a bottle, can or poured serve
- • Drinking something bitter rather than sweet
- • Pairing it with food
- • Participating in a round
Adult flavour has become a competitive requirement
Early non-alcoholic options were often treated as substitutes rather than desirable drinks in their own right.
Consumers encountered:
- • Very sweet mocktails
- • Juice-heavy blends
- • Basic soft drinks
- • Alcohol-free beers with weak flavour
- • Limited menu descriptions
- • Products hidden at the bottom of the menu
That positioning is increasingly inadequate.
A consumer switching between alcoholic and non-alcoholic drinks will compare the two experiences directly during the same occasion.
The alcohol-free product must therefore offer enough:
- • Bitterness
- • Aroma
- • Body
- • Mouthfeel
- • Complexity
- • Finish
to avoid feeling like a downgrade.
This supports innovation in:
- • Nitro alcohol-free beer
- • Botanical spirits alternatives
- • Hop waters
- • Fermented adult soft drinks
- • Bitter aperitif-style products
- • Functional beverages with sophisticated flavour systems
Diageo is already advertising the switching behaviour
Diageo’s foresight work did not stop at identifying the trend.
Its Gordon’s Mix It Up campaign presented consumers switching between Gordon’s Pink and Gordon’s Pink 0.0% within the same occasion.
The campaign reflects a portfolio strategy in which the company retains the consumer across both rounds rather than losing the alcohol-free purchase to water, soda or a competing brand.
The commercial objective is clear:
The customer may change alcohol level without changing brand.
Beer companies can pursue the same strategy by aligning their conventional and 0.0% variants through:
- • Similar packaging
- • Comparable flavour cues
- • Equal menu visibility
- • Shared sponsorships
- • Consistent glassware
- • Adjacent retail placement
This turns moderation from a threat into a portfolio-management opportunity.
The beer aisle is becoming one continuous spectrum
Alcohol was once organised around a relatively simple divide:
- • Conventional beer
- • Alcohol-free beer
The market now contains a much broader spectrum:
- • Full-strength beer
- • Mid-strength beer
- • Low-alcohol beer
- • 0.5% beer
- • 0.0% beer
- • Hop water
- • Beer-inspired functional drinks
- • Fermented adult alternatives
Zebra striping makes that spectrum more useful because one consumer can move across it during a single occasion.
A future hospitality menu may organise drinks by intensity rather than separating alcohol-free choices into a small secondary section.
The growth is wider than one UK survey
Euromonitor described zebra striping as increasingly visible across age groups and especially among younger consumers.
Its 2025 data found that:
- • Only 23% of global respondents reported drinking alcohol at least weekly, down from 25% in 2020.
- • 36% of legal-drinking-age Gen Z respondents said they had never consumed alcohol.
- • Global non- and low-alcohol beer volume grew 11% in 2024.
- • The wider adult non-alcoholic market was forecast to expand 24% in volume between 2025 and 2029.
These figures do not prove that zebra striping itself is responsible for all category growth.
They establish that the behaviour sits inside a broader structural movement toward moderation and adult alcohol-free products.
Non-alcoholic purchasing does not always replace alcohol
This is one of the most strategically important implications.
A customer buying an alcohol-free beer may be:
- • Abstaining completely
- • Replacing an alcoholic purchase
- • Adding another round they otherwise would not buy
- • Alternating between both
- • Purchasing different products for different days
- • Buying for another person in the group
Traditional substitution models can therefore be misleading.
The alcohol-free category can be:
- • Cannibalistic
- • Incremental
- • Occasion-expanding
- • Venue-retaining
at the same time.
NIQ’s 2026 beverage analysis specifically identified zebra-striping behaviour and crossover purchasing between alcoholic and non-alcoholic categories as important areas for brands to monitor.
Venues need to redesign more than the drinks list
A venue serving one bottled alcohol-free lager technically offers an alternative.
It may still fail the zebra-striping consumer.
A stronger experience requires:
- • Several credible alcohol-free choices
- • Clear menu visibility
- • Equal-quality glassware
- • Bartender knowledge
- • Products available throughout the evening
- • Food pairing
- • Prices that feel proportionate
- • Fast ordering without repeated explanation
The commercial opportunity is not only selling less alcohol.
It is preventing consumers from leaving when they decide their next drink should be alcohol-free.
Non-drinkers also influence group decisions. KAM found that 65% of UK adults said non-drinkers affected venue choice, rising to 85% among 18–24-year-olds.
One poor alcohol-free menu can therefore lose an entire group rather than one drink sale.
Complex products can protect hospitality margins
Alcohol has traditionally offered high margins to hospitality businesses.
A move toward water and ordinary soft drinks could reduce average spend.
Premium alcohol-free drinks provide an alternative revenue model.
Restaurants and bars can develop:
- • Crafted alcohol-free cocktails
- • Premium bottled 0.0% beer
- • House-made shrubs
- • Fermented drinks
- • Botanical aperitifs
- • Non-alcoholic food pairings
Recent hospitality reporting suggests venues are finding that consumers may buy fewer alcoholic drinks while choosing higher-quality, higher-priced alternatives. Some operators also report operational benefits from fewer heavily intoxicated customers.
Not every Gen Z consumer is drinking less
The stereotype of Gen Z as an almost entirely sober generation is also too simple.
A major 2025 IWSR study covering more than 26,000 legal-drinking-age adults across 15 markets found that alcohol participation among Gen Z had increased as more members of the generation entered employment and gained disposable income. The findings suggested that some earlier abstention may have reflected economics and life stage as well as health values.
This does not contradict zebra striping.
It strengthens the case for a flexible consumer.
Gen Z can simultaneously:
- • Participate more in alcohol as they age
- • Drink less frequently than older cohorts
- • Take periods away from alcohol
- • Alternate alcoholic and non-alcoholic options
- • Prioritise quality over quantity
The category should avoid treating Gen Z as one uniform sober audience.
The term can become larger than the evidence
“Zebra striping” is memorable, which makes it attractive to journalists and marketers.
That also creates a risk of exaggeration.
The public evidence does not establish that:
- • 78% of global Gen Z consumers strictly alternate rounds
- • The behaviour is entirely new
- • Everyone uses the same alternating sequence
- • Staying out longer is the universal motivation
- • The practice eliminates the risks associated with alcohol
- • Every alcohol-free purchase occurs within zebra striping
The strongest use of the term is descriptive:
Consumers are increasingly combining alcoholic and non-alcoholic drinks within the same social occasion, sometimes by deliberately alternating them.
Athletic Brewing benefits from the behaviour without owning it
The original database row lists Athletic Brewing as a central brand.
The company is highly relevant to the broader rise of adult alcohol-free beer. Its products are designed as credible beer experiences rather than sweet substitutes.
However, no evidence found in this research pass shows Athletic Brewing as the source of the zebra-striping term or the original 78% statistic.
The clearest directly documented brand connection belongs to:
- • Lucky Saint, which commissioned the KAM research
- • Diageo, which incorporated the trend into global foresight and brand campaigns
- • Gordon’s, which demonstrated paired alcoholic and 0.0% consumption
Likewise, Gabyr is relevant to functional alcohol alternatives but was not identified as a central player in the source research behind zebra striping.
The strategic winner may be the brand that owns both stripes
The most powerful brand response is not necessarily launching one alcohol-free product.
It is building a portfolio that allows consumers to switch without leaving the brand.
That might involve:
- • A conventional lager and a closely matched 0.0% version
- • Full-strength and mid-strength options
- • Shared packaging architecture
- • Different alcohol levels for different occasions
- • Functional alcohol-free extensions
- • Venue bundles containing both
The brand no longer asks the consumer to choose one identity permanently.
It supports changing preferences across:
- • One evening
- • One week
- • Different social groups
- • Different life stages
The beer aisle is being redesigned around control
The biggest change is not that young adults have stopped socialising.
KAM’s research suggests many still visit pubs frequently, even while reducing alcohol or avoiding it altogether.
The change is that alcohol is no longer expected to dominate every stage of the occasion.
A consumer can participate in the first round, the third round and the final toast without consuming alcohol continuously.
That creates a new product-development brief:
Make the non-alcoholic round feel as adult, deliberate and socially legitimate as the alcoholic one.
The “zebra striper” may not represent 78% of global Gen Z in the strict sense suggested by the original finding.
But the behavioural shift is real.
Young consumers are not simply choosing between drinking and sobriety.
They are zebra striping—choosing, drink by drink, how much of each they want.
Brand Radar Signal Tags
Brands and Organisations
Lucky Saint KAM Diageo Gordon’s Gordon’s Pink Gordon’s Pink 0.0% Athletic Brewing Euromonitor International NIQ IWSR
Behaviours and Consumer Types
Zebra Striping Active Moderation Sober Curiosity Intermittent Abstinence Flexible Moderator Occasion-Based Switching Alcohol and Non-Alcohol Crossover Purchasing Decelerated Socialising
Innovation Types
Named Moderation Ritual Ritual-Compatible Alcohol-Free Product Paired Alcohol and Zero-Alcohol Portfolio Variable-Strength Drinking Portfolio Dual-Strength Brand Ecosystem Premium Moderation Moderation-Ready Venue Design Adult Sensory Complexity
Products and Categories
Alcohol-Free Beer 0.0% Beer Low-Alcohol Beer Mid-Strength Beer Non-Alcoholic Spirits Adult Soft Drinks Botanical Aperitifs Hop Water Alcohol-Free Cocktails
Consumer Benefits
Social Participation Greater Consumption Control Reduced Alcohol Intake More Product Choice Moderation Without Abstinence Inclusive Social Occasions Premium Adult Flavour
Market Signals
78% of UK 18–24s Combine Alcoholic and Non-Alcoholic Drinks One-Quarter of UK Drinkers Strictly Zebra Stripe Non-Alcoholic Beer Growth Gen Z Pub Participation Group Venue Influence Occasion-Level Category Switching Alcohol-Free Mainstreaming Hospitality Portfolio Expansion
Risk and Evidence Signals
78% Figure Commonly Misquoted UK Data, Not Global Data Full Sample Methodology Not Public Combining Is Not Always Strict Alternation Motivation Is Not Exclusively Longer Nights Trend Behaviour Predates Trend Name Trend-Label Inflation Not Every Gen Z Consumer Is Moderating
Sources
Original 78% research
- • KAM and Lucky Saint — Low+No: Drinking Differently 2024: The public research summary states that 78% of UK 18–24-year-olds combine alcoholic and non-alcoholic drinks during nights out. Around one-quarter of UK drinkers reported strict alternating behaviour. https://kaminsight.com/zebra-striping-alcohol-free/
- • KAM — Full commercial report: https://kaminsight.com/insights/low-and-no-2024/
Global trend evidence
- • Diageo — Distilled 2025: The company identified zebra striping as an emerging global socialising behaviour based on analysis of more than 160 million online conversations. https://www.diageo.com/en/news-and-media/press-releases/2025/diageo-identifies-2025-socialising-trends-in-new-global-report
- • Diageo — Conscious Wellbeing: Documents Gordon’s activity showing consumers switching between conventional and 0.0% products. https://www.diageo.com/en/news-and-media/consumer-trends-report/foresight-report-2025/conscious-wellbeing
- • Euromonitor International — Zebra striping and moderation: Provides global alcohol-consumption, moderation and non-alcoholic-category data. https://www.euromonitor.com/newsroom/press-releases/october-2025/zebra-striping-trend-reshapes-drinking-habits-as-alcohol-market-flatlines-at-0.6-growth
- • NIQ — US beverage-alcohol outlook 2026: Identifies zebra striping and crossover purchasing as behaviours the industry needs to track. https://nielseniq.com/global/en/insights/analysis/2026/from-value-to-vibe-how-moderation-preference-and-new-drinkers-are-reshaping-us-beverage-alcohol/
Hospitality and consumer context
- • The Guardian — UK zebra-striping behaviour: Provides wider cultural and hospitality context around the trend. https://www.theguardian.com/society/2024/nov/27/zebra-striping-is-this-the-best-way-to-drink-alcohol-this-christmas
- • The Guardian — How restaurants are adapting to lower alcohol consumption: Reports on premium non-alcoholic menus, venue economics and operational effects.