Over three-quarters of Brits cut back on boozing with one in three pub trips being alcohol-free
Some 76 per cent of over 18s, the equivalent of nearly 40million adults, admitted they were careful about how much alcohol they knocked back, a survey found.
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And more than a third (34 per cent) alternate between low and no-alcohol drinks and alcoholic tipples when they go out, a trend known as zebra striping.
That was up from 28 per cent a year ago. And 36 per cent said they thought it was less acceptable for their pals to get drunk on a night out.
One in three pub visits are now totally booze-free, with a quarter of those surveyed choosing to finish off the night with a soft drink.
The trend is a far cry from the traditional image of beer-swilling booze hounds sinking as many pints as possible before last orders.
More than eight in ten (82 per cent) cited their health as the main reason for being more responsible around alcohol — rising to 90 per cent among under 35s.
Four in ten drinks consumed on a night out are now low or no-alcohol, with zero or reduced booze beer the second most popular choice — up from seventh place last year.
Almost two in five, some 37 per cent, admitted they went home early in a huff over the lack of low-alcohol options down the pub.
More than three in ten (35 per cent) expect pubs to offer alcohol-free beer on draught.
And three in five people (59 per cent) said there was less stigma attached to choosing alcohol-free beverages than there used to be.
The survey was carried out by hospitality industry researchers at KAM and zero beer brand Lucky Saint.
Dua Lipa 'splits the G' in popular Dublin pub
Pub trade newspaper the Morning Advertiser, which published the findings, said: 'More than three-quarters of UK adults are moderating their alcohol consumption, according to new research.
'One in three pub visits are alcohol-free and a quarter of adults choose to make their final drink an alcohol-free one in order to stay out longer.'
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