How mindful drinking is changing Christmas traditions:
A look at the data

As we approach the festive season, many of us are preparing for the celebrations that come with Christmas, a time for family, friends, and of course, food and drink. But this year, the traditional festive toast is being reconsidered, with more people opting for mindful drinking.

At ANON Drinks, we’re keenly aware of how the landscape of social drinking is changing. A survey we recently commissioned has shed light on how people across the UK approach alcohol during the holidays.

When do Brits crack open their first alcoholic drink on Christmas Day?

Christmas Day is one of the most iconic occasions for indulging in festive drinks. But when do people actually begin to celebrate with alcohol? According to our survey, 31% of UK adults typically have their first drink between 1pm and 3pm, while 27% wait until late morning, between 10am and 12pm. However, a small portion of early celebrants start even earlier, with 3% cracking open a drink as early as 6am to 9am.

This shows that, while some maintain the tradition of waiting for lunch to kick off their drinking, others are embracing the day with a drink in hand much earlier.

The growing popularity of non-alcoholic drinks

While the tradition of drinking is alive and well, there's also a growing demand for non-alcoholic alternatives. Our survey found that 28% of people are already "zebra striping", alternating between alcoholic and non-alcoholic drinks during social occasions, with an additional 38% expressing they would consider doing so. This "zebra striping" trend is part of the broader shift toward a more balanced, health-conscious approach to drinking.

Furthermore, 25% of people expressed interest in trying more non-alcoholic alternatives in 2026. The primary reason for this is health consciousness, with 49% of respondents saying they are cutting back on alcohol for health reasons. Non-alcoholic alternatives provide an excellent way to maintain social participation while prioritising wellness.

Would more non-alcoholic options change Christmas drinking habits?

Our survey also delves into how the availability of exciting non-alcoholic options might influence festive drinking habits. It turns out, 22% of people said they would drink less alcohol at Christmas events if there were more non-alcoholic options available. This highlights the untapped potential for alcohol-free alternatives that don’t compromise on flavour, allowing people to celebrate without the unwanted effects of alcohol.

The changing face of Christmas drinking

In summary, while Christmas continues to be a time for indulgence, the way we drink is changing. More people are embracing mindful drinking, whether it's through alternating between alcoholic and non-alcoholic beverages or opting for delicious, non-alcoholic alternatives altogether. As we head into the festive season, it’s clear that the demand for healthier, more mindful drinking options is on the rise.

At ANON, we are proud to offer a premium range of non-alcoholic drinks that allow you to enjoy the festivities without compromising on taste. Whether you’re toasting with family, celebrating with friends, or simply looking to keep things light this Christmas, we’ve got the perfect drink for you.

Cheers to a mindful and merry Christmas!