Why Aren’t Young People Drinking Anymore? - Rory Sutherland & The Devonshire Founder

Full episode here 👉🏻    • Rory Sutherland Talks Marketing With Londo...   Is the world really moving to alcohol-free drinking — or is it just media hype? Rory Sutherland argues that the narrative around Gen Z quitting booze is overblown: Guinness Zero might taste incredible, but for every 20,000 pints sold, only 300–500 are alcohol-free. We dive into the myths vs reality of zero-alcohol culture, the lost art of the boozy lunch, and why discretionary time, waste, and serendipity matter more than cost-cutting in creativity. =============== 🍷 ON THE MENU =============== 🍺 Guinness Zero → blind taste tests & placebo pints 📊 Myth vs reality → Gen Z, zero-alcohol, and media bias 🍽️ The death of the boozy lunch → why it mattered for creativity 💡 “Ideas need to have sex” → serendipity vs glass-boardroom sterility 🕒 The decline of heavy drinkers → why it’s actually a good thing ⚖️ Creativity & cost-cutting → why cutting the “waste” kills the magic Drinking may be changing, but the story is more complicated than “nobody drinks anymore.” ============================================== ♨️Still bloody HUNGRY? Course ya are. Each week I spend 15 hours writing my newsletter. It’ll take you 5 mins to read. Full of wisdom from the biggest names in food and drink. Subscribe here - https://hungryfeast.beehiiv.com/🍲 ============================================== 🌟Espresso's are powered by our sponsor Unleashed!🌟 1. What on earth is Unleashed, I hear you asking? Unleashed is Inventory management software that talks to your financial and eComm software. We use it daily at Islands. It's BANGING!! 2. Why Unleashed will change your life as a foodie founder? Cut admin time in half. Save money. Lots of money. Get lucid clarity on margins. Be all over cash flow, after all cash is king. Manage stock and cash flow. 3. The biggest brands in FMCG love love Unleashed. Your fave brands like Candy Kittens, Tiny Rebel, TRIP use religiously. Tarquins Gin, Three Spirit, Minor Figures, The Turmeric Co., Volcano Coffee 4. Do yourself a favour. Feel free to reach out to the utter legends Josh and Bryony at Unleashed, book in a 20 min chat with this magical link. Even if nothing comes of it, it's worth having a chat. Click this magical link: https://hubs.la/Q023F_V90 🤝 Let's Connect!►Let's link-up here (  / )►stalk   me here (  / _hungry.pod  ) This episode was edited by: G.Thomas Craig (  / gthomascraig  ) / (https://gthomascraig.com/)