UK: 'Dry Christmas' on the rise with nearly half of young Brits cutting back on alcohol

The motivation behind this trend among younger drinkers includes a healthier lifestyle, financial mindfulness, and the empowerment of making personal choices. In contrast, only 6% of Baby Boomers plan to avoid alcohol during Christmas this year.

Over two thirds of those who are reducing their intake this Christmas believe they can enjoy the festivities just as much without alcohol.

A quarter expressed a preference for moderating their drinking with no-and-low alcohol options at work Christmas parties, a figure that rises to 35% among the youngest workers.

Brian Perkins, president of Budweiser Brewing Group UK&I, who commissioned the research, commented: "Moderation is no longer limited to awareness months and days, it is now part of our everyday lives."

"Efforts to moderate in January have been brought forward into the festive period, and throughout the rest of the year, as we see more people choosing no-and-low alcohol alternatives as their drink of choice."

"What's even more positive, is that moderation isn't impacting people's enjoyment, in fact these results reaffirm that we can and do still enjoy ourselves just as much."

A significant number of Brits think that having a 'Dry Christmas' will become increasingly popular in the future with the trend already evident in social circles.

Following this, the poll also found 64% of adults are interested in reducing their alcohol intake not just during Christmas, but also in the long term.

Many believe this shift is due to the increased availability of low or no-alcohol drinks at parties, making it a more normal option.

Additionally, 55% think that the quality of these drinks has improved over the past five years, making the experience of drinking them more enjoyable.

Perkins added: "Christmas is a time for celebration and enjoying a drink can be a part of that festive spirit."

"However, a strong proportion are now choosing to embrace the holidays and special occasions all-year-round with a focus on balance and moderation."

"To help people moderate, it is important they have options available to do so that's why we pride ourselves on having a strong no-and-low portfolio which is growing from strength to strength."