Zebra-Striping You Say?
Zebra Striping: How Gen Z is Revolutionizing Drinking Culture with Alcohol-Free Alternatives
Discover how ‘zebra-striping’—alternating alcoholic and non-alcoholic drinks—is reshaping social drinking habits, led by Gen Z’s focus on health and mindful consumption.
The “No Lo” (short for “No-alcohol” or “Low-alcohol”) trend refers to beverages that either contain little to no alcohol. More than just a passing fad, it’s evolving into a full-fledged movement focused on responsible, healthy consumption that prioritizes well-being and balance. These drinks, which are lower in sugar and calories than traditional ones, have particularly caught the attention of millennials, who are drinking less alcohol. The No Lo market includes alcohol-free beers, wines, and spirits, crafted with the same care as their alcoholic counterparts using techniques that ensure a rich, full-flavored experience. As health consciousness continues to rise, the No Lo market keeps gaining momentum, offering delightful alternatives for those seeking to reduce their alcohol intake. “As they say, it’s all about taking a break, isn’t it?”
Diageo, the British multinational drinks giant, has an interesting take, having recently published its “Distilled 2025” report. New generations are showing a unique relationship with alcohol, marked by contrasts. Despite the WHO raising alarms about the rise in excessive drinking, particularly among teens since the 2020 lockdowns, positive initiatives are emerging thanks to social media. These challenges, often playful, raise awareness about alcohol’s dangers and sometimes evolve into government-backed institutional campaigns. Among them, “Dry January” encourages a complete break from alcohol at the start of the year.
Currently, the “zebra striping” trend is all the rage, where people alternate between alcoholic and low-alcohol or non-alcoholic drinks during social gatherings or parties. This not only helps with better hydration and recovery but also reduces the effects of drunkenness. Particularly popular among those under 24, 80% of them combine alcohol with non-alcoholic drinks, while only 25% of adults do the same. This behavior shift points to a generational change, where pleasure and health are increasingly inseparable.
The No Lo sector is expanding rapidly in France and worldwide. Terms like “Dry January,” “no/low,” and “mocktails” have entered everyday language, reflecting a shift in consumer habits.
Limoncello Spritz
Over a decade ago, Alcohol Change UK launched its “Dry January” campaign, and this year they predict one in three British men will try to stick to it. Although there’s broad consensus that heavy drinking is unequivocally bad for you, opinions diverge when it comes to light drinking. In December, America’s National Academies of Science, Engineering, and Medicine concluded that moderate drinking (up to two beers a day for men, or one for women) was associated with more benefits than harms—though the effects disappeared with overindulgence.
Many scientists argue that the benefits of light drinking are a statistical mirage. But even if the WHO is correct that no level of alcohol is entirely safe, that’s only half the story. After all, nothing in life is completely risk-free—whether flying, going on a date, or walking down the street. People weigh the dangers of activities against their rewards. These days, suggesting any benefits from drinking feels a bit heretical. But many still enjoy the taste of a good beer or wine, the buzz it brings, or the social rituals it accompanies, like a visit to the pub or a dinner party. That’s why the world continues to spend a whopping $1.8 trillion annually on alcohol. All that enjoyment matters too.
Le Long Prat
But let’s talk taste, shall we? Some might wonder why bother with non-alcoholic spirits, when fruit juices, a spicy virgin Bloody Mary, or a mocktail would do. However, we must admit that some alcohol-free spirits are impressively well-crafted. I’ve had the pleasure of sampling a few, and I was genuinely surprised at how some of them tasted remarkably close to the real thing.
Dry January is now in full swing. After the holiday season’s indulgences, nearly one-third of Americans are expected to cut back or quit drinking altogether this month. Many will save money. Some will shed a few pounds. And an increasing number will keep sipping their favorite drink—just without the alcohol.
The alcohol-free drinks market—covering beer, wine, and spirits—is buzzing. Global sales hit $20 billion in 2023, double what they were just five years ago, according to Euromonitor. The market grew by about 20% in 2023, compared to 8% for alcoholic beverages. How much bigger will it get?
The demand for alcohol-free drinks isn’t just confined to Dry January. A growing number of health-conscious young people are embracing sobriety year-round. The share of Americans aged 18-34 who drink alcohol has dropped to 62%, from 72% two decades ago, according to Gallup. Many who still drink are cutting back. “Zebra-striping”—alternating between alcoholic and alcohol-free drinks—is in vogue. More might join the sober movement if America’s surgeon-general has his way. On January 3rd, he called for alcoholic drinks to carry health risk warnings on their labels.
In response, the alcohol giants are stepping up their game. Diageo, one of the biggest, spent two years tinkering with 400 different recipes to create an alcohol-free version of its Captain Morgan Spiced Gold rum. It has also acquired Ritual, a non-alcoholic drink brand. LVMH, which owns Moët & Chandon, has invested in French Bloom, a brand offering alcohol-free sparkling wines.
For now, alcohol sales, which reached $1.8 trillion globally in 2023, aren’t slumping. In many developing countries, alcohol spending continues to rise with increasing incomes. And overall, the share of Americans who drink alcohol has remained steady at around 60% over the past 20 years, according to Gallup. More intemperate older consumers are making up for the sobriety of younger ones. Retail sales at beer, wine, and liquor stores in America continue to climb. So, don’t worry, plenty of people will raise a glass of full-strength booze to mark the end of Dry January. Cheers!
Low-Alcohol Cocktails
Limoncello Spritz
The Spritz is arguably the most famous low-ABV cocktail. Aperol, the traditional ingredient, is a liqueur with a modest 15% alcohol content. When mixed with prosecco and topped off with sparkling water, the final drink barely reaches double digits in alcohol. Perfect for a refreshing sip without getting knocked out!
But why not shake things up a bit this year and try a lemon spritz instead? Personally, I like to use Pecorari’s lemon and fennel liqueur, which is just 16.5% alcohol, but any limoncello will do as a substitute.
For the ingredients:
- 4 cl of lemon liqueur
- 6 cl of dry prosecco
- 2 cl of sparkling water
- 1 slice of lemon
To prepare: In a glass with a few ice cubes, pour the lemon liqueur, then the prosecco, and finally the sparkling water. Serve with the slice of lemon or orange!
Virgin Fizz
Have you ever heard of “virgin” cocktails? Today, they’re more commonly called “mocktails.” These are simply cocktails without a drop of alcohol. Perfect for many occasions, especially with the growing enthusiasm for alcohol-free lifestyles.
The Virgin Fizz I’m sharing here is a non-alcoholic version of the famous gin fizz, a cocktail originally created to prevent scurvy among British sailors, before becoming a classic in international mixology.
For this recipe, we opt, as before, for an alcohol-free spirit based on juniper. However, it’s worth mentioning that the gin fizz, even with alcohol, falls into the low-ABV category because it’s primarily made with sparkling water!
For the ingredients:
- 6 cl of alcohol-free juniper spirit
- 4 cl of lemon juice
- 2 cl of cane sugar syrup
- 12 cl of sparkling water
To prepare: Pour the gin, lemon juice, and syrup into a shaker and shake. Serve in a large glass and top with sparkling water.
Ginger Rum
To create a lightly alcoholic cocktail, it’s often simpler to start with the ingredients themselves. Ginger ale as the base for a tasty concoction? This non-alcoholic soda, flavored with ginger, is the perfect ingredient for light cocktails. Indeed, one of the main drawbacks of low-alcohol cocktails is a lack of character. Ginger, with its liveliness and intensity, fills this void perfectly. Its exotic flavor pairs wonderfully with spirits like rum.
For the ingredients:
- 5 cl of amber rum
- 10 cl of ginger ale
- Lime
To prepare: Fill a large glass with ice cubes. Squeeze two lime slices and place them in the glass. Then pour in the rum, and top it off with ginger ale.
Long Prat
If France and Italy are debating the origins of the first vermouths, for this recipe, we’ll use Noilly Prat Blanc, an authentically French vermouth at 17 degrees! Its recipe, which includes chamomile, coriander, orange peel, nutmeg, and more, was created in the early 19th century in Marseillan.
To highlight this vermouth, I recommend an ultra-light cocktail: a classic long drink, full of finesse!
For the ingredients:
- 7.5 cl of Noilly Prat blanc
- Sparkling water
- A few frozen grapes
To prepare: Take a large glass, pre-fill it with ice cubes and four or five frozen grapes. Pour the Noilly Prat, then top it off with sparkling water.
Suze Tonic
Bitters have made a comeback over the past four or five years, largely driven by the popularity of Aperol. This resurgence is a great opportunity to rediscover many classic spirits, with Suze being one of the standout examples! While its name is widely recognized, few younger consumers are regular Suze drinkers. With only 15% alcohol, it makes an excellent base for low-alcohol cocktails. Additionally, the bitterness of gentian, which is central to its recipe, is especially refreshing when the temperature rises.
So, here’s another simple long drink!
For the ingredients:
- 4 cl of Suze
- 8 cl of Schweppes tonic
- A wedge of lime
To prepare: Pour all ingredients into a glass with ice cubes. Drop the lime wedge on top.
Rosemary
To wrap up this journey beautifully, let’s head to Portugal to discover the key ingredient of the Rosemary: port wine! Yes, you heard that right, port wine can also elevate low-alcohol cocktails and is not just for grandmas’ evenings!
Quick reminder: Port is a sweet wine from the Porto region, fortified with alcohol, then aged in oak barrels. Red port is the most iconic, but there’s also white port, and more recently, rosé port has made an appearance. In my opinion, red port is the most flavorful, ideal for sipping as an aperitif. White port, on the other hand, is lighter, fresher, and more versatile, perfect for cocktails.
For the ingredients:
- 6 cl of white port
- 1 slice of fresh ginger
- 1 sprig of rosemary
- Tonic water
To prepare: Place the ginger slice at the bottom of the glass. Add just a splash of port to crush the ginger. Then add ice cubes, the rosemary sprig, the rest of the port, and top up with tonic water.
Don’t drink and drive. Enjoy responsibly.
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