James Hacon featured in The Sunday Times on the changing role of alcohol in the UK

James Hacon, Founding Partner of Think Hospitality, has been featured in The Sunday Times commenting on the evolving role of alcohol in UK culture, prompted by a significant milestone: bottled water sales overtaking beer sales.

The article explores how long-term social, generational and economic shifts are reshaping drinking habits, moving alcohol away from its former position as the default centre of social life. James’ contribution frames this change not as a sudden trend, but as the result of decades of quiet cultural evolution.

He points to the way drinking culture was historically passed down. In the 1960s and 70s, pub-going was often a family-adjacent ritual. Children grew up around it, saw their parents drink regularly and frequently marked adulthood with a symbolic “first pint”. That intergenerational hand-down, James argues, has weakened significantly.

Modern parenting looks very different. Fathers are far more present at home and cultural attitudes towards parental drinking have shifted, with greater awareness of its potential impact on children. As a result, alcohol is no longer modelled in the same way and no longer feels like an inevitable rite of passage. In James’ words, alcohol has lost its status as the default social behaviour.

Beyond the home, the wider social landscape has also changed. Nightclub culture has faded, while fitness and wellbeing have moved firmly into the mainstream. People increasingly prioritise feeling clear-headed and functional the next day, a mindset reinforced by the rising cost of living. Against that backdrop, the growth in mineral water consumption and the decline in alcohol feels less surprising and more logical.

James also highlights the implications for hospitality. As alcohol’s centrality diminishes, venues are being forced to rethink both their offer and their purpose. The most resilient operators are responding by investing in stronger low- and no-alcohol ranges and, crucially, by giving guests reasons to visit that go beyond drinking.

He notes clear growth in venues that blend hospitality with wellbeing, leisure and entertainment, creating environments where alcohol is optional rather than essential. In these spaces, social connection, experience and atmosphere matter more than what is in the glass.

The Sunday Times feature underscores a broader reality facing the UK hospitality sector: changing drinking habits are not a temporary phase, but a structural shift. For operators and investors alike, understanding this evolution is now critical to staying relevant.