MILWAUKEE — Alcohol habits are changing. According to a study done by Berenberg Research, younger generations are drinking at least 20% less than their predecessors. It shows many members of Gen Z are choosing not to drink alcohol at all.
Erik Kennedy is among a growing number of people in Milwaukee who are choosing not to drink. He is known for bringing people together and building connections in the city.
Kennedy has not had a sip of alcohol in nine years, and said he’s never felt better. He often shares his favorite mocktails and non-alcoholic drinks on social media.
“Having these types of drinks allows someone to be part of the experience and just feel included,” said Kennedy. “I think that’s the beautiful thing about what makes a community. It’s being intentional and being inclusive.”
It doesn’t come without challenges, as the drinking culture is strong in Wisconsin. Milwaukee is referred to as Brew City because of its long-standing breweries and distilleries.
“We’re still in that era where unfortunately sometimes people will be like, ‘Why aren’t you drinking?’ type of thing,” said Kennedy. “Since 2020, more people are just like normalizing not drinking, which is a beautiful thing.”
When he first stopped drinking nearly a decade ago, Kennedy said it was hard to find a variety of non-alcoholic options at bars and restaurants. He said that's not the case anymore.
“When I became sober, a lot of my friends who owned these different bars and restaurants throughout the area were really like, ‘How can we support you and make others like you to feel more included?’” Kennedy said. “Instead of just having O’Doul’s or kiddie cocktails, right? Making them sexier and more creative.”
Now, many establishments around Milwaukee have full non-alcoholic menus, offering a variety of unique flavors.
The more than trillion-dollar alcohol industry is also taking note of this shift.
Guy Rehorst, owner of Great Lakes Distillery in Milwaukee, has branched out to create a non-alcoholic line of spirits. The first one he’s created is called Junipre. It’s a zero-proof spirit inspired by the distillery’s popular Rehorst Gin.
“It’s been really popular,” said Rehorst. “By creating a non-alcoholic spirit, people can still enjoy a night out with their friends. People who are out having a few drinks can space them out with a non-alcoholic beverage and make their night last longer without the effects that might happen later.”
Kennedy said he’s always happy to find out about new non-alcoholic offerings, as he advocates for others to try this way of life.
“If am able to impact one person or make someone really rethink and do a self-inventory on their lifestyle and say like, ‘I can do it because Erik can do it, or Erik is doing it,’ I think that’s a beautiful thing,” said Kennedy. “I am really inspired by that.”