
When I was in my 20s and we liked to be out professionally drinking after a day of professionally working, a study made the news – I have no idea which study, by whom, or exactly what it said because I only heard about it through the bitter complaints of my friend. She was a fast-rising corporate lawyer who could reliably drink the other associates at her firm – or partners, or senior partners, or clients, or whoever, male and female – absolutely under the table. It was her superpower, and in her view did a lot to redress her grievances about being 5 foot 2. Being able to hold her liquor really set her apart when an evening began to devolve and other people started to make bad choices. It translated into a lot of respect at work – a strange but not infrequent category error.
So you can imagine how it landed for us when scientists said women should only be drinking half as much as men. “Is there *nothing* that women can just HAVE?” she texted me. The dramatic overstatement was tongue-in-cheek. But I felt the same resentment.
Many years and conflicting scientific evidence later, I’m not drinking anymore. It had nothing to do with the hamfisted messaging about alcohol’s harms, nor was it a result of problem drinking (I was always an embarrassing lightweight). The hangovers just started to be more un-fun than the drinking was fun, no matter how much or how little I drank. This is apparently a common complaint when you get old and decrepit. So about a year ago I decided I was done.
It was good timing! If I had opted to do this ten years ago, I would have been faced with a pretty bare cupboard. In those bad old days we had O’Douls, widely understood to be a meagre mercy granted to people who wanted to control their drinking but didn’t want to be infantilised by sipping a glass of milk when everyone else was brandishing their fancy big-kid beverages. There was also nonalcoholic champagne or sparkling cider, usually deployed by preggos who weren’t “out” yet (speaking from experience).
But in 2021 and 2022, if you’re not drinking, the world is your oyster. There are enough people looking for alcohol-free varieties that the market has exploded with all kinds of creatively named and colourful options. In 2021, nonalcoholic beverages raked in $331 million, up a third from the prior year. (The culprit is allegedly Gen Z, which incidentally is also accused of killing the wine industry, driving them in their desperation to consider launching ‘Got Milk?’-style industry adverts. Is there a word for something predestined to become a meme?)
And yet, despite big markets full of big numbers, a general awkwardness lingers around not drinking. No matter how pretty your nonalcoholic beverage, people want to know why.
Many think pieces and trend pieces have emerged over the past couple of years to help people address the social consequences of “not drinking without an excuse”. If you’re not an alcoholic, on antibiotics, or pregnant, we just haven’t quite settled on how to process your decision.
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