Are drinkers turning towards 'high and dry' socialising?

A new study has shown that drinkers in the UK are moving away from alcohol and towards psychotropics for ‘high and dry’ socialising and ways to relax.

Carried out by ‘dry economy’ agency High & Dry and research-led consultancy KAM Insight, the report, titled The Future of Socialising, targeted ‘psychotropic-curious’ consumers in the UK and the US. The online survey spoke to nearly 1,000 adults aged over 18.

Findings from the report revealed 74% of respondents from the UK side were moderating their alcohol consumption, instead choosing to live a ‘high and dry’ lifestyle. Nootropics are gaining traction as a future substitute as they apparently mirror the effects of alcohol, but include a wellness aspect.

It also noted that 4.7 million Brits were drinking more than the maximum recommended units per week (14) in 2023, which was down in comparison to the 8.3m figure in 2021.

The report highlighted that consumers were looking at other avenues for socialising, with trends veering towards psychotropics.

Big companies such as Molson Coors, Constellation Brands, Diageo and Bacardi were also identified as having worked with psychotropics in some form in recent years.

In addition, the report noted that in 58% of those surveyed, alcohol consumption declined when taking cannabis or psychedelics, and consumers were seeking other mood-altering substances when socialising.

While THC (tetrahydrocannabinol) and cannabis are currently illegal in the UK, High & Dry predicted that this could change by 2030. It also said products such as CBD-infused drinks and other stimulant beverages could take over the social space in the future.

CBD interest grows

Furthermore, in the UK, 96% of those surveyed said they have tried CBD (cannabidiol), or are at least considering it – and this has led to a greater demand for functional drinks as this market surges.

In the US, THC drinks are only available in 23 states, however the category has already established itself as a US$1 billion market. oFrom those surveyed in the UK, 71% said they want to see THC legalised and High & Dry predicted it ‘could become more popular than alcohol’.

Daniel Rowntree, founder of High & Dry, commented: “With further education, we anticipate a decrease in alcohol consumption and tighter restrictions. Humans have always sought ways to alter their state of mind, and it is no surprise that we are turning back to plants and fungi and looking further afield for answers and solutions that suit the move towards health and wellness.

“We acknowledge that there is a long journey ahead before we see a recreationally legal cannabis market and psychedelics accepted as legal mood-altering substances and used therapeutically to address mental health challenges. However, the roadmap created by other countries shows us that change is possible, and we are now on that path.

“Younger generations are more open to change, while older policymakers hold onto outdated stereotypes. This generational divide highlights the urgent need for research and education to fully understand both the benefits and challenges of opening the market.”

Last year, The Spirits Business looked into how drinks companies are working with the cannabis sector, and how this sector is growing as a potential threat to spirits.