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The meaning of a night out is shifting. What was once framed as a wellness trend or temporary lifestyle reset has quietly moved into the mainstream, with moderation now embedded in how many people socialise.
New research from Time Out, in collaboration with Peroni Nastro Azzurro 0.0%, suggests moderation is now part of everyday social culture, with nine in ten UK drinkers (90%) saying they actively moderate their alcohol intake in some way.
Rather than rejecting alcohol altogether, drinkers are approaching nights out with greater intention, choosing drinks that suit the moment, the pace of the evening and how they want to feel the following day.
Alcohol-free options are also becoming an expected part of the drinks menu across bars, restaurants and festivals, reflecting how quickly consumer habits are evolving.
The report, Sip Happens: Mindful Tastes, identifies three forces shaping this new drinking mindset: The Moment, The Energy and The Taste.
Lewis Corner, Head of Content at Time Out, said:
“For a long time, the night out was closely tied to escapism. What we’re seeing now is a shift in mindset. People still want the energy and connection of being out, but they’re approaching alcohol more intentionally. Rather than drinking to switch off, many are choosing drinks that help them stay present and enjoy the moment for longer.”
The Moment
Drinking choices are increasingly shaped by context. Many people now adapt what they drink depending on the occasion, from after-work drinks to late-night dancefloors, with over half of UK drinkers (54%) saying they switch between alcoholic and alcohol-free drinks depending on the situation.
As attitudes shift, the social experience itself is becoming the focus. As Marcus Barnes, Music journalist & DJ, said: “We’re now at a point where if you ask for alcohol-free in most pubs, bars, clubs and they say they haven’t got anything - you’re like, What’s wrong with this business?”
The Energy
Energy is another major driver behind changing drinking habits. Many drinkers say they are moderating alcohol in order to feel better the next day, with around two thirds of respondents (64%) saying they are more conscious of how alcohol affects their energy levels and wellbeing.
Rather than stepping away from nightlife, moderation is increasingly becoming a way to stay present and extend the social experience.
The Taste
Taste is also playing a growing role in drink choices. As alcohol-free and low-alcohol options improve in flavour and quality, they are increasingly chosen for enjoyment rather than simply as substitutes for alcohol.
The research shows nearly half of drinkers (47%) now prioritise flavour when choosing alcohol-free options, reflecting growing demand for drinks that deliver flavour and experience regardless of alcohol content.
Together, these shifts suggest mindful drinking has moved beyond trend status and into everyday culture. The night out is not disappearing – it is evolving.
Where social drinking was once closely tied to escapism, today’s drinkers are increasingly seeking something else from the experience: connection, balance and the freedom to enjoy the moment in their own way.
Sip Happens: Mindful Tastes - Full report is available to download here.
The report launches alongside the introduction of new Peroni Nastro Azzurro 0.0% range, a new innovation from the premium Italian beer brand. The brand introduces two zero alcohol flavoured beers, Limone di Sicilia and Arancia Rossa, designed to bring greater choice and distinctiveness to the growing no and low alcohol category.
For all media enquiries please contact: publicrelations@timeout.com
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NOTES TO EDITORS
Disclaimer
All references to Gen Zs are exclusively to those over the age of 18, and therefore of the UK’s legal drinking age.
About the research
Sip Happens: Mindful Tastes is a new report from Time Out exploring how attitudes towards alcohol are evolving across the UK. The study combines quantitative research with more than 1,000 UK consumers, in-person focus groups with Gen Z and Millennials, and 10 expert interviews spanning hospitality, retail, nightlife, branding, culture and wellness.
The research launched on 19 March at Shoreditch House in London. The invite-only media and trade event featured a panel discussion with Time Out’s food and drink editor Leonie Cooper, PILLA co-founder Rory Bradshaw, M&S beer and no/low buyer Robert Grimes, and Trippin / All Corners co-founder Kesang Ball.
About Time Out Group
Time Out Group is a global brand that inspires and enables people to experience the best of the city. Time Out launched in London in 1968 to help people discover the best of the city - today it is the only global brand dedicated to city life. Expert journalists curate and create content about the best things to Do, See and Eat across over 350 cities in over 50 countries and across a unique multi-platform model spanning both digital and physical channels. Time Out Market is the world's first editorially curated food and cultural market, bringing a city's best chefs, restaurateurs and unique cultural experiences together under one roof. There are currently Markets in 12 cities including Lisbon, New York and Dubai, with several new locations expected to open in 2026 and beyond, in addition to a pipeline of further locations in advanced discussions. Time Out Group PLC, listed on AIM, is headquartered in London (UK). www.timeout.com
About Peroni Nastro Azzurro 0.0%
Launched in 2022, Peroni Nastro Azzurro 0.0% is the latest no-alcohol category innovation from Peroni Nastro Azzurro. Crafted with superior Italian ingredients including the signature Nostrano dell‘Isola maize – grown exclusively for Peroni Nastro Azzurro in the north of Italy – Peroni Nastro Azzurro 0.0% offers the same uplifting Italian taste, with 0.0% alcohol. Birra Peroni implemented brand new technology in its Rome brewery to enable Peroni Nastro Azzurro 0.0% to match the flavour profile of signature beer, Peroni Nastro Azzurro which has been brewing with Italian passion and flair since 1963. This new technology allows the same signature recipe as Peroni Nastro Azzurro to be used, and only after the characteristic aroma and taste profile of Peroni Nastro Azzurro is fully developed, is the alcohol gently removed to deliver the crisp and refreshing Italian taste. Peroni Nastro Azzurro 0.0% is available in more than 30+ countries worldwide and marks an important step towards Asahi Legacy 2030 initiative, to have non-alcoholic products make up 20% of Asahi Europe & International’s portfolio. https://peroniitalia.com