From toasting the newlyweds with a glass of bubbly to keeping energy high on the dance floor, weddings are traditionally flowing with drinks.
But, with wedding season fast approaching, a growing number of young people are saying ‘I don’t’ to alcohol at weddings, according to a recent study conducted by alcohol free wine brand, Eisberg.
30% young adults, between the ages of 18 and 34, claim they are planning to go alcohol free, either as guests or as part of the wedding party, highlighting a significant cultural shift in how Gen Z and Millennials celebrate life’s biggest moments.
By contrast, almost 90% of people over the age of 34 consume alcohol at weddings, with that figure increasing to 92% among those aged 55 and older.
This change reflects a broader movement toward mindful drinking and wellness-focused lifestyles. From alcohol free toasts to sober receptions, modern weddings are increasingly inclusive of guests who choose not to drink.
It’s not just major milestones going alcohol free - everyday occasions are following suit.
According to the same study, 27% of young adults say they’d choose alcohol free options at bars or restaurants, 28% would do the same at dinner parties, and 19% even reported they’d stay alcohol free at festivals.
Again, older generations are proven to drink more in these environments. An impressive 93% of 45 to 54-year-olds drink alcohol at dinner parties, and 95% do so at music festivals.
Meanwhile, during a night out, 90% of those aged 35 to 44 report getting tipsy, along with over 80% of individuals aged 45 and above.
Dan Harwood, Wine Expert and Managing Director for Eisberg's SW Wines Europe, said: "Young people today are prioritising balance, moderation, and personal choice like never before.
“It can be difficult to challenge societal norms - there was a time when people might feel compelled to drink just because everyone else is. The younger generations are reclaiming their agency when it comes to alcohol and it's great to see.”
As wedding season approaches and demand for alcohol free alternatives continues to grow, wedding planners and venues are taking note. Soon it could be common practice to offer more creative low/no options to ensure every guest feels part of the party.
Dan continued: “In recent years, the alcohol free market has been growing at an incredible rate, and it doesn’t show any signs of slowing down. Alcohol free options are no longer an afterthought, they’re a conscious choice that enables everyone to raise a glass and celebrate together.
“There’s a growing premiumisation trend in alcohol-free wines, with producers now focusing on quality, complexity, and craftsmanship that rival traditional wines. These refined, nuanced blends are perfect for special moments like wedding toasts and breakfasts - offering a celebratory experience without compromise.”
