Generation Z and Sobriety: The Rise of Mindful Drinking with Camille Vidal of La Maison Wellness
Long considered a joke, the slogan “Without alcohol, the party is wilder” resonates today with the burgeoning “mindful drinking” movement. This thoughtful approach to alcohol consumption offers a new perspective on partying and fun, attracting more and more young people from Generation Z. In fact, a recent study found that more than 40% of young adults in this generation consider alcohol incompatible with their lifestyle and values.
In contrast to previous generations marked by excess and difficult hangovers, Gen Z is adopting a decidedly different vision of alcohol consumption. La Maison Wellness perfectly embodies this transition towards more thoughtful consumption, by offering a platform dedicated to those who want to "drink well" and by inspiring people to reconsider their consumption habits.
Leading this initiative is Camille Vidal, recognized as one of Forbes' Leading Women in the Beverage Industry and among the 100 Most Influential People in the Bar Industry in 2019, 2020 and 2021. She guides individuals towards balance both inside and outside the glass.
In this interview, we discuss the emerging concept of “Mindful Drinking” and its growing influence on how we perceive and consume alcoholic beverages. We also explore the crucial role that education and awareness play in encouraging more conscious and thoughtful drinking.
"Mindful Drinking", which can be translated as "mindful consumption" in French, was born from a movement of awareness aimed at improving our quality of life. It is part of a global approach to well-being, where individuals aspire to live better, feel good in their body, adopt a healthy diet, practice physical activities and of course consume alcohol in a more responsible way.
This growing awareness highlights the importance of self-care and understanding the impact of our choices on our physical and mental health. Mindful Drinking does not advocate total abstinence, but rather a more thoughtful and moderate approach to alcohol consumption. It is about making conscious choices about what you drink, enjoying each drink in moderation, and staying in control of your consumption, without being influenced by social pressure or pre-established habits.
The idea to launch La Maison Wellness was rooted in my experience in the bar, restaurant and spirits industry. At the same time, my exploration of yoga and meditation as a teacher opened my eyes to the importance of overall well-being. I noticed a disconnect: many people did not consider alcohol as an element to consciously integrate into their healthy lifestyle.
For me, pleasure and conviviality are an integral part of well-being. Maison Wellness was born from this desire to demonstrate that alcohol-free cocktails could be just as delicious and refined. The idea being to celebrate moments of sharing, to explore original flavors, without alcohol being the common thread.
In 2017, it was still an emerging movement and I decided to dedicate all my energy to educating consumers and brands with the goal of encouraging a more mindful approach to alcohol consumption. I also worked hard to promote Mindful Drinking internationally, because I believe it can transform the way we celebrate life.
Several factors influence this choice among today's young adults.
First, a growing concern for mental health is notable. Generation Z stands out as the least likely to consume alcohol of all current generations, including those under 55.
One particularly interesting aspect is that 30% of Gen Zers prefer the feeling of euphoria after a sporting activity rather than after having a drink or two, thus prioritizing physical well-being and performance.
Social media also plays a crucial role, influencing this generation through the trends and norms spread on these online connected platforms.
Oriented towards individual success, many are involved in entrepreneurial projects or personal initiatives, a “pressure” which motivates them to make healthier life choices.
Additionally, this is a generation that is paying increasing attention to mental health, openly addressing challenges such as stress and anxiety, heightened by significant events such as the Covid-19 pandemic and lockdowns, reinforcing their desire to take care of themselves holistically.
The non-alcoholic beverage industry has experienced explosive growth since 2015, driven by product innovation and sophistication. The arrival of alcohol-free spirits like Seedlip has revolutionised the sector, opening the door to a multitude of cocktails without compromising on taste or experience. In 2023 alone, 72 new alcohol-free spirits were launched, demonstrating unprecedented dynamism and creativity.
Among the hottest products are spirit substitutes like alcohol-free gin, rum and tequila, which faithfully reproduce the flavors and sensations of traditional alcoholic beverages. Advances are particularly notable in the area of alcohol-free wines and beers, where distinctions in blind tastings are often difficult. Non-alcoholic aperitifs, such as mocktails, are also growing in popularity, offering a refined and authentic alternative to classic cocktails.
At the same time, the trend towards functional drinks is growing, with products enriched with adaptogens, vitamins and other beneficial ingredients. These drinks aim to meet specific needs such as relaxation, well-being or recovery, while constituting a healthy alternative to traditional alcoholic beverages.
These innovations demonstrate the ability of the non-alcoholic beverage industry to adapt to the expectations of modern consumers, in search of more conscious and varied choices. The offer is enriched every day, proposing tasty, sophisticated and beneficial alternatives for health, thus helping to redefine the contours of responsible consumption.
While some bars already specialise in alcohol-free options, it is crucial that venues, bars and restaurants around the world integrate a 100% alcohol-free offering alongside their alcoholic offering. A 50-50 balance target would help meet the growing demand for options that are suitable for everyone, including those who do not drink alcohol or who wish to moderate their consumption. In England, where 74% of adults already moderate their alcohol consumption, the opportunity for venues to respond to this trend is obvious.
Education and awareness play a crucial role. Recent medical research increasingly shows that even moderate alcohol consumption can have adverse health effects. Previous ideas that a glass of red wine could be beneficial are now being challenged, as the supposed benefits are often outweighed by the negative effects of alcohol on the body and health.
It is essential to raise awareness of these realities, while recognising that, of course, we also consume other substances such as sugar and fat, which are not always good for our health. However, it is a question of awareness and understanding. The representation of alcohol in the media, films and society in general often remains glamorous and valorised, which can negatively influence our perceptions and behaviours.
It is therefore crucial to change this perception and also value alcohol-free alternatives. Conscious and moderate consumption can be considered, but it is also important to actively promote products that offer healthy alternatives. This is how we can help people find a balance that supports their overall well-being.
- What advice would you give to someone who wants to take a more conscious and moderate approach to alcohol consumption?
I highly recommend focusing on discovering and enjoying non-alcoholic alternatives. Incorporating these choices into our rituals, celebrations, and drinks can help us realize that we are consuming less alcohol. For me, moderation does not mean changing the way we party or restricting ourselves, but rather continuing to do so in a positive way. It allows us to remember our nights out and wake up the next day with a clear mind, more energy, and a better sense of well-being.
Often when we think about cutting down on our alcohol consumption or adopting non-alcoholic alternatives, we fear missing out on opportunities or see it as a deprivation. I tell people that you don’t have to conform to the alcoholic stereotype to improve your relationship with alcohol. Instead, making positive changes to the way you party and live can have a beneficial impact on your overall physical and mental health.
https://www.lamaisonwellness.com/
