Nearly half of Generation Z are joining the 'Dry Christmas' trend, research suggests.

A survey of 2,000 adults revealed that a whopping 78% of those born post-1996 are planning to kick-start their Dry January plans early and opt for a 'dry christmas'.

The primary motivations for these young drinkers include a healthier lifestyle, financial mindfulness, and the freedom to make their own choices.

In stark contrast, only 17% of Baby Boomers have ever considered abstaining from alcohol over the festive period, with a mere 6% planning to do so this year.

Interestingly, among all those reducing their alcohol intake this Christmas, a significant 65% believe they can still have just as much fun without booze.

A quarter expressed a preference for moderating their drinking with no-and-low alcohol options at work Christmas parties, a figure that rises to 35% among the youngest workers.

Brian Perkins, president of Budweiser Brewing Group UK&I, who commissioned the study, commented: "Moderation is no longer confined to awareness months and days, it's now part of our everyday lives."

"Efforts to moderate in January have been brought forward into the festive period, and throughout the rest of the year, as we see more people choosing no-and-low alcohol alternatives as their drink of choice.

"What's even more positive, is that moderation isn't impacting people's enjoyment, in fact these results reaffirm that we can and do still enjoy ourselves just as much," he said.

A significant 40% of individuals predict that "Dry Christmas" will become increasingly popular in the future, with a third already witnessing a rise in friends and acquaintances choosing to limit or abstain from alcohol during the holiday season.

More than half attribute this shift to the growing availability of low- or no-alcohol beverages at festive gatherings, making it a more mainstream choice.

Moreover, 55% believe that the quality and variety of these drinks have improved over the past five years, enhancing the overall experience of opting for low- or no-alcohol options.

The poll also found that 64% of adults are eager to adopt a more moderate approach to drinking, not just during Christmas, but as a long-term lifestyle choice.

Brian Perkins from Budweiser Brewing Group UK&I commented: "Christmas is a time for celebration and enjoying a drink can be a part of that festive spirit."

"However, a strong proportion are now choosing to embrace the holidays and special occasions all-year-round with a focus on balance and moderation."

"To help people moderate, it is important they have options available to do so that's why we pride ourselves on having a strong no-and-low portfolio which is growing from strength to strength."