Drinking is more than just ‘something we do’ in SA. It’s woven into the fabric of our culture, a pastime that pairs well with almost everything from New Year’s celebrations and birthday bashes to weekly, and practically mandatory, braais. ‘Wanna grab drinks?’ is a phrase synonymous with anything social; it’s the icebreaker for dates, catch-ups and everything in between.
And our commitment to unbridled boozing has earned us a few unwanted accolades. According to the World Health Organization, our drinkers are the fifth heaviest drinkers in the world, with the average drinker downing 28.9 litres of pure alcohol a year. Not exactly a podium finish (phew), but getting close to medal territory (not great).
Why Younger Generations Are Drinking Less
But there’s a shift happening, an unexpected fissure threatening to shake the foundations of decades of established drinking culture. The new generations, Gen Z and younger millennials, are calling it quits on bar crawls, braai-side beers and pre-party shooters. A 2023 Gallup survey found that 62% of adults under the age of 35 say they drink, a 10% drop from the number of sippers just two decades ago.
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“Today’s younger generations are just less interested in alcohol and are more likely than older generations to see it as risky for their health,” said Dr. George F. Koob, director of the US National Institute on Alcohol Abuse and Alcoholism, in a statement. But why the shift? Dry January and Ocsober have definitely played a role, putting the spotlight on long-held and rarely questioned drinking habits.
Why Younger Generations Are Drinking Less
We can also look to Ruby Warrington’s Sober Curious, a book that delves into the positive effects of abstinence (like better sleep, focus and mental clarity), marking a stark departure from the typical PSA-style scare campaigns that tended to fall on deaf ears. Or, if you’re like me, maybe you grew up watching relatives boozing at every opportunity and started to wonder, ‘Do I even need this in my life?’ And, of course, the exploding popularity of the health and fitness industry has led many to recalibrate their lives around Park Runs and gym sessions rather than drinking holes. We’re now more likely to gather at padel courts (currently the fastest-growing sport in the world) or meet up for 7am jogs.
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Broad surveys and studies would point to guys, particularly the new generations, making more conscious decisions around their health. They’re tracking their sleep, swapping beers for kombucha and planning meals to hit their protein goals. However, the waning influence of alcohol in the zeitgeist can’t just be attributed to good choices. For instance, cannabis use is up (almost everywhere) and some might argue Gen Z is simply playing swapsies with their drug of choice. That becomes doubly true when you start to peep under the hood of the rising use of hard drugs globally. Regardless, chances are you know someone who’s made the decision to go cold turkey. And, if they’re like the guys we tracked down for a snapshot of SA’s new sober society, they did it with their health and quality of life in mind.
Samurai Farai on Finding More Time Through Sobriety
“Statistically, you look at it and it’s a no-brainer.”
Farai, 29, has always ‘flirted’ with sobriety, but it was only in the last four years that he turned it into a way of life. After a harrowing experience with alcohol and drugs, the visual artist knew it was time to flip the script. “I want to be a positive role model,” he says. “Show the youth and my peers that you can be an absolute creative tsunami without degrading yourself.”
The immediate reward was ‘time’. Free from the cycle of partying and drinking, he now felt like he had near-endless swathes of it to dedicate to his art, fitness and other pursuits. Every morning, using an app called I Am Sober, he digitally pledges to stay drink-free. The app doesn’t just track his days spent sober, but, based on his previous drinking habits, the time he’s saved by steering clear of the bar.
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“I’ve got back 10 583 hours since I started,” he says. “Statistically, you look at that and it’s a no-brainer. Staying sober is the only choice.” Those bonus hours have helped him double down on his fitness, ramp up his productivity, broaden his creative horizons and hone his craft. “I can guarantee that for anyone curious about sobriety, once you commit to it, you won’t regret it. You’re not missing out on anything at the bar or club. The party is stale; the party doesn’t want what’s best for you.”
Paul Goddard on a Year Without Alcohol
“You can’t argue with science; all of my health metrics have improved.”
It’s the end of 2024 and Paul Goddard, Chief Sales Guy at Five.Twelve, is about to make a sobering New Year’s resolution: no alcohol for a year. He’d always been an active guy and an irregular drinker, but “I do like getting festive,” he says. Translation: he’d overdo it and the hangovers were only getting more and more intense with age. He was tired of being left reeling in the aftermath, so he made the bold decision to go completely sober.
“I thought of it as an experiment,” he reflects. Now, a year later, he says the benefits are endless. Goddard is sleeping better, he’s more motivated to hit the gym and go on runs, and feels infinitely more present in his relationship.
Tracking Changes in Sleep and Fitness
Great stuff? Definitely. Anecdotal? 100%. But you can’t argue with science. Goddard is a diligent record keeper and kept his Garmin smartwatch strapped on at all times (even while he slept). According to this little stat tracker, all his metrics are up since he went sober. His sleep score, which crunches numbers like deep sleep, light sleep and REM, has improved by 40%.
Even his heart rate variability, a great marker for stress and anxiety among other things, has hit new PBs throughout the year. Oh, and his cholesterol is down, too. “I did the Gun Run earlier this year and ran a 1h37m,” says Goddard. “I was blown away.”
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These massive positive strides for his health have drastically changed his perspective on alcohol. “I have this new fear, ‘Do I actually want to be hungover ever again?’,” he says. “I don’t know how I’d handle a vicious hangover of old, and that scares me.” The solution? “Just carry on with alcohol-free,” says Goddard.
