Londoners are embracing mindful drinking at record levels this Sober October, with nearly two thirds (63%) choosing non-alcoholic alternatives – well above the national average of 46%, according to a new survey commissioned by Anon Drinks.
The study, which polled 2,000 UK adults, highlights how the capital is setting the pace for alcohol-free adoption. Health was the leading motivation for Londoners, cited by 56% of respondents compared to 49% nationally. Other drivers included greater control over drinking habits (53% versus 48% nationally) and avoiding drink-driving (45% versus 39%).
Regional contrasts were stark: only 37% of respondents in Northern Ireland and 33% in Yorkshire and the Humber reported choosing non-alcoholic options – almost half the uptake seen in London.
The survey also revealed Londoners are more likely to experiment with “zebra striping” – alternating between alcoholic and non-alcoholic drinks during social occasions. While 37% of Londoners reported trying this approach, just 28% did so nationally, with uptake as low as 22% in the West Midlands.
Julian Ebbutt, managing director of Anon Drinks, said:
“These results reflect a larger cultural trend where the capital is leading the way in mindful drinking. It’s inspiring to see so many Londoners choosing alternatives that align with their health goals, while still enjoying social occasions without sacrificing fun – or flavour.”
Sober October, the annual campaign encouraging people to take a break from alcohol, continues to gain traction as consumers explore the benefits of low- and no-alcohol options. The findings underscore how alcohol-free innovation is reshaping drinking culture, particularly among younger demographics seeking balance between wellness and social enjoyment.
Anon, part of Alfresco – the premium soft drinks company supplying leading UK restaurants – has positioned itself at the forefront of this shift, aiming to redefine the non-alcoholic drinks space with products that deliver both taste and lifestyle appeal.
