The findings of recent surveys point to a general decline in alcohol consumption in France, particularly among young people (cf. Ifop barometer for Vin et Société in 2025). But what about drinking in a festive context? Against a backdrop of changing social habits, and with moderation gradually gaining ground, is alcohol still perceived as an indispensable attribute of conviviality?
1.Alcohol-free partying: an emerging generational practice
Among French alcohol consumers, three quarters have already experienced an alcohol-free party or outing, excluding periods of forced or chosen sobriety (such as Dry January or pregnancy), and 39% do so at least “often”. These enthusiasts are over-represented among women (45% vs. 33% of men), Parisians (52%) and young people (61% of 18-24 year-olds vs. 28% of those 65 and over!). This last figure bears witness to a generational effect when it comes to alcohol consumption: generation Z is less likely than its elders to normalize alcohol consumption in general, and to associate it with positive values.
- A reassessment of festive values
In fact, when asked to associate qualifiers with partying without drinking, 18-24 year-olds systematically attribute more meliorative items to sobriety than the average French person. They are more convinced that alcohol-free partying is in tune with the times (31% “yes, absolutely” vs. 20% on average), attractive (26% vs. 17%) or inclusive (29% vs. 12%). On the other hand, they are less likely to think that depreciatory characteristics apply to alcohol-free partying.
Age differences aside, it’s clear that across all generations, the positive attributes outweigh the negative: alcohol-free partying is seen as more attractive (58%) than boring (25%), and more in tune with the times (67%) than old-fashioned (16%).
- Identified benefits of “festive sobriety
In the eyes of the general public, this form of celebration offers many advantages, particularly in terms of safety: 48% of French people cite the fact that it is “safer, less risky”, a figure that rises to 54% among women and 67% among those aged 65 and over. Next, but to a much lesser extent, come more authentic exchanges (24%) and more energy the next day (22%). Generation Z again stands out, citing more than average the pleasure of making better memories (28% vs. 19%) and saving money on the evening’s budget (28% vs. 19%), the latter item reflecting the financial constraints specific to students and young professionals.
- The conditions for popularizing alcohol-free partying
While the majority of French people have already experienced alcohol-free partying, it is not unanimously supported, notably because it is difficult to implement (37% feel this way, particularly among the most regular consumers). To encourage people to take up this practice, the French call first and foremost for a more qualitative and varied offer of alcohol-free festive drinks (75% feel that this would encourage them to take part in a party without drinking alcohol), but also to be less tempted by their entourage: 70% would be encouraged by alcohol-free parties (where all guests undertake not to drink), 68% by the fact that more people in their entourage do not drink alcohol (68%). Again, these trends vary according to gender and generation, with women and young people more inclined to adopt this practice.
In the eyes of the French, these non-alcoholic beverages must be creative (34% believe this is what gives the drink its festive character) and have refined flavours (38%). In fine, the fact that it imitates the taste of an alcoholic beverage is more secondary (24%).
However, the first element cited has nothing to do with the contents of the glass, but with the atmosphere of the tasting: 41% of French people consider that it is because a drink is enjoyed in a festive atmosphere that it becomes one.
This survey reveals the potential for new festive practices in France: while alcohol is still in the majority, non-alcoholic partying is now a credible and valued alternative, particularly among Generation Z and women. The development of a new range of non-alcoholic beverages is a significant lever for its acceptance, as is the tasting climate (a festive atmosphere, guests drinking in moderation, etc.).
