Guinness is Good for You

By Kevin Doherty ?

Managing Partner (MEA)

Given the current restrictions around the marketing of alcoholic drinks, it may come as a surprise to many—both younger and older generations—that "Guinness is Good for You" was once one of the most famous and enduring ad campaigns of all time.

For about 40 years, between the 1920s and 1960s, Guinness proudly promoted its supposed health-giving benefits, a claim that would never be allowed today.

But perhaps they were onto something—not that the drink itself was necessarily good for you, but that the act of going out to enjoy it had its own benefits.

The Sober Curious Shift

?In recent years, there's been a noticeable cultural shift, particularly among younger generations, towards reduced socialising and alcohol consumption.

"According to the National Institute on Alcohol Abuse and Alcoholism, nearly 40% of Gen Z—those born between 1997 to 2012—report drinking less frequently than previous generations."

This behaviour change is driven by health-conscious attitudes and an increased focus on mental well-being. As so eloquently put in an episode of the popular Netflix series Emily in Paris, “They are not sober; they are just exploring not drinking.”

This "sober curious" trend extends beyond Gen Z, with a growing preference for low-alcohol or non-alcoholic options across all age groups. A 2024 Nielsen survey found a 30% increase in the consumption of non-alcoholic beverages over the past five years.

This shift is closely tied to the decline in traditional "going out" culture. As consumers increasingly prioritise health and wellness, they are choosing social settings without the drawbacks of excessive alcohol consumption. This reflects a broader trend toward more mindful and balanced lifestyles, leading to a decrease in late-night partying and bar visits—or staying at home more.

The Benefits of Socialising

Numerous studies highlight the importance of social interactions for both mental and physical health.?

Research published in the Journal of Social and Personal Relationships in 2022 indicates that regular social interaction can reduce the risk of depression and anxiety.

"Individuals with strong social networks reported 25% fewer symptoms of depression compared to those with limited social connections."

Additionally, socialising has been linked to improved physical health. A 2021 study from the American Psychological Association revealed that individuals who engage in regular social activities experience lower levels of cortisol, a stress hormone, and have a lower risk of developing chronic diseases such as heart disease and hypertension.

The benefits of socialising extend beyond mere enjoyment; they have tangible effects on overall well-being.

Reframing Social Norms

As a Brit living in the UAE, I have the privilege of experiencing a diverse range of cultures and attitudes toward socialising.

In the UK, pubs have long served as communal hubs for social interaction. However, the rise of the "sober curious" movement has coincided with a decline in pub culture, with many people now preferring to stay at home, socialise in more intimate settings, or engage online.

Yet, in Arabic cultures, and other non-Western cultures around the world for that matter, where tea and coffee are the focal points of social gatherings, it's clear that meaningful conversation and connection thrives without alcohol. Ultimately, it's about crafting the right experience and conveying the right messages.

As the trend toward reduced alcohol consumption continues, there is a valuable opportunity to reshape social norms and redefine the narrative.

Pubs can once again become the heart of the community, but with a renewed focus on fostering genuine connections rather than centering on alcohol.

Similarly, clubs, bars, and restaurants can reimagine their roles - not just as places for a night out, but as essential spaces that fulfil our inherent need for meaningful social interaction.

We’re already seeing the rise of competitive socialising in Europe and across the GCC with concepts such as Flight Club (darts), Bounce (Ping Pong) and F1 Arcade (racing), Urban mini golf, Escape Rooms and the soon-to-open Dave and Buster's in Riyadh - a hugely successful U.S. concept and self-proclaimed “Home of Play.”

Pivoting the Messaging

This transformation also necessitates a rethinking of how venues engage with their audiences, particularly Gen Z.?

"56% of UK Gen Zers believe that connections formed online can be just as meaningful as those made in person." - Canvas8?

This generation increasingly seeks to blur the boundaries between virtual and in-real-life (IRL) experiences. They want friendships that begin online to be reinforced in person.

This is a reversal of the model my generation followed, where relationships typically started in real life and were then deepened online (or on the telephone, if I’m being completely honest about my age).

The opportunity for venues, therefore, is to identify the right online channels to position themselves as natural spaces where these healthy connections can be further strengthened, ultimately supporting a balanced, healthy life.?

At Keane, we dedicate a significant portion of our time to helping clients navigate these critical macro trends, developing concepts that focus on the delivering right experiences and engaging consumers with messaging through the channels most relevant to their lifestyles.

We also believe in walking the walk, not just talking the talk. So, with that in mind, I’m off to meet some friends for a chat over a pint of Guinness Zero - it’s good for me!

Thanks for reading.