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Alcohol May Be Losing Its Cool In Pop Culture, But Maybe That’s For The Best

by Jordan Claes
3 years ago
in Arts & Entertainment, Fun & Trivia
Reading Time: 5 mins read
A A
Unsplash | Wil Stewart

Unsplash | Wil Stewart

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50 years ago, actors, athletes, and celebrities at large were praised equally as much for their talents as they were for their partying capabilities . But in recent decades, this ode to Dyonisian excess has curbed drastically.

Much like we saw with smoking in the late ’90s, alcohol seems to be losing its cool in pop culture. But with our society’s added emphasis on mental health, the importance placed on self-care and personal growth — maybe that’s for the best ?

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Alcohol has been at the absolute forefront of pop culture since its very inception.

Image credit: Unsplash | The Nix Company
Unsplash | The Nix Company

Going back over the last 70 years, all of film and television’s most iconic characters were all drinkers. This includes names like James Bond, Don Draper, and Homer Simpson.

Much of the same thing can be said about the music we listen to.

Image credit: Unsplash | Zachary Smith
Unsplash | Zachary Smith

Alcohol and hip-hop have long gone hand-in-hand, as has booze and rock ‘n roll. It feels like almost every country song imaginable is an ode to either whiskey or rye, and pop/electronica isn’t any better.

However, at the dawn of a new decade and living in a post-pandemic world, it appears that pop culture is falling out of love with liquor.

Image credit: Giphy | The Room
Giphy | The Room

According to a recent 2022 survey, courtesy of Drinkaware, 26 percent of 16 to 24-year-olds in the UK are now “fully teetotal”

To be fully teetotal or to participate in teetotalism, is to completely abstain from drinking alcohol in all its forms.

Image credit: Unsplash | Sigmund
Unsplash | Sigmund

According to industry research that was commissioned by KAM and Lucky Saint, one-third of all pub visits are now alcohol-free.

Within the alcoholic beverage industry, there’s been an increasing demand for non-alcoholic drink offerings since 2015.

Image credit: Giphy | Workaholics
Giphy | Workaholics

The overall market has grown by more than 506% , with over 42 non-alcoholic brands in the UK alone. So what has helped spark the change?

In short, there are countless Gen Z, as well as Millennials, that appear to have grown disenchanted with getting drunk.

Image credit: Unsplash | sofia lyu
Unsplash | sofia lyu

The youth of today are no longer looking to use alcohol as a crutch. Their focus is on self-care and self-improvement — which isn’t easy to do hungover.

Also, young people no longer have the luxury of getting drunk on the weekend.

Image credit: Unsplash | Andre Taissin
Unsplash | Andre Taissin

Housing prices have started to come down, but rising interest rates are still making it all but impossible for young people entering the market to buy a home.

Therefore, young people are forced to devote every waking hour, eight days a week, to obtaining secondary and tertiary streams of income.

Image credit: Giphy | GaryVee
Giphy | GaryVee

We have been living in side-hustle culture for the better part of the last decade. The idea of sitting around and getting drunk is the antithesis of all that the youth stand for today.

What this all amounts to is one unavoidable truth: drinking is no longer viewed as cool.

Image credit: Unsplash | Pradnyal Gandhi
Unsplash | Pradnyal Gandhi

Try and recall the last time you remember seeing alcohol being glorified in movies or on TV; I bet you can’t do it.

Even when alcohol does make an appearance in pop culture, it’s usually implemented as a tool to express how a character is going down a dark path.

Image credit: Unsplash | Stormseeker
Unsplash | Stormseeker

Alcohol has become what smoking was in ’90s cinema. Back then, you could always tell who the bad guy was by the Marlboro hanging out of their mouth.

In a similar vein, alcohol today is used almost as a metaphor for depression, addiction, and longing.

Image credit: Giphy
Giphy

Ironic, because weed, magic mushrooms, and MDMA have never been more popular or socially acceptable. In some states, Marijuana has become even more widely used than alcohol .

Aside from side-hustle culture, there are plenty of other reasons why alcohol is beginning to take a back seat.

Image credit: Unsplash | Marcel Strauß
Unsplash | Marcel Strauß

The added emphasis being put on mental health is arguably the biggest reason why alcohol seems to have lost its luster.

Social media also plays an undeniable role.

Image credit: Unsplash | Alexander Shatov
Unsplash | Alexander Shatov

If you were born before 1996, then odds are you made it all the way through high school and university without a single drunk/high/wasted photo of yourself making the round on the internet. Kids nowadays understand how one bad decision truly can stay with you forever.

Alcohol’s rising cost also plays a huge part in the industry’s decline.

Image credit: Unsplash | Frank Busch
Unsplash | Frank Busch

The last time I was out at a bar, I ordered a Black Cherry Whiteclaw that cost me $10. Who in their right mind can really afford such ridiculous prices as we slowly march into a recession?

Finally, alcohol is so unpopular because celebrity culture has all but abandoned it.

Image credit: Giphy | The Boys
Giphy | The Boys

You’ll never see Kim Kardashian chugging back a beer, nor are you likely to ever find a picture of Cristiano Ronaldo soaking in his own vomit. No one is looking to live fast and die young anymore, and all understand perfectly how alcohol has become a recipe for just that.

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