While the prevailing consensus suggests that any level of alcohol consumption carries health risks, a causal decline in alcohol consumption among young people may be indirectly contributing to the “loneliness epidemic”. Investments in alcohol alternatives, including CBD-based and non-alcoholic products, have unquestionably surged in response to this trend. However, given the rapid advancements in health and wellness technology, is there a potential to preserve the community-building aspects of alcohol that are linked to enhanced mental well-being without jeopardizing our health?
Navigating Mental Health in the Anxious Generation
The anxious generation, comprising millennials and Gen Z individuals, confronts a plethora of stressors, including academic and career pressures, as well as anxieties induced by social media. Recent studies underscore the gravity of the situation, revealing a notable surge in anxiety disorders among adolescents over the past decade. Surveys conducted on tens of thousands of teenagers have depicted a concerning trend, with prevalence rates escalating by approximately 30 to 40 percent between 2012 and 2018.
Against this backdrop, the search for effective coping mechanisms and interventions becomes imperative for promoting well-being and resilience.
The Role of Alcohol: Friend or Foe?
Alcohol has long been intertwined with social gatherings, relaxation, and stress relief. For some, a glass of wine or a cocktail may offer temporary reprieve from the pressures of daily life, fostering relaxation and camaraderie. Moderate alcohol consumption has even been associated with potential health benefits, such as a reduced risk of heart disease and improved social bonding. A study from Gallup, showed that moderate drinkers have lower rates of depression than non-drinkers with 13% of moderate drinkers reporting having been diagnosed with depression at some point in their lives, compared with 19% of nondrinkers and 17% of heavy drinkers.
However, last year, a major meta-analysis that revisited 107 studies spanning four decades, ultimately determining that no amount of alcohol improves health; and in 2022, a study found that consuming even a small amount brought some risk to heart health (although the majority of researchers in that study reported significant conflicts of interest). That same year, Nature published research stating that consuming as little as one or two drinks a day was associated with shrinkage in the brain, a typical characteristic of aging. Moderate drinking has also been shown to cause certain cancers including breast cancer in women. As a result, young adults are increasingly concerned about the health risks of moderate drinking - 52% of young adults view moderate drinking as unhealthy, up from 34% five years ago.
NYU Professor and podcaster Scott Galloway encapsulates this nuanced consumption dilemma: “The decline in alcohol consumption has many positives. But it also means a decline in the rites of passage and communal bonding that alcohol historically facilitated. It means a decline in drunken hugs and slurred ‘I love yous,’ fewer first dances, first kisses, first dates. Drinking comes with a lot of risk, but it also opens us to new experiences. It doesn’t have to be via substances, but sometimes, you need to lower your inhibitions.”
In light of conflicting research results, I think it’s worth noting some “anecdata” - people living in Blue Zones - regions with the highest concentration of centenarians - consume alcohol regularly in a mindful and intentional manner. According to longevity expert Dan Buettner, “In all five Blue Zones, they drink a little bit every day, and it adds to their quality of life.” While the health risks associated with alcohol are becoming more widely acknowledged, there remains a significant cultural and social value to moderate consumption. The challenge lies in balancing these benefits with the potential harms, particularly for younger generations who are increasingly risk-averse. We can’t possibly avoid any behaviors that could be detrimental to our health - drinking tea has even been linked to esophageal cancer - but we can explore innovative solutions that allow us to maintain the positive social aspects of behaviors like alcohol consumption while minimizing their negative health impacts.
Innovating Within the Alcoholic Beverage Industry
Investments in alcohol alternatives, such as mocktails and CBD-infused beverages, have seen significant growth. However, according to BCG, although the market for non-alcoholic drinks is expected to grow at a 7% CAGR between 2023 and 2027, it will then only make up less than 4% of the overall alcohol market. Furthermore, even though people are trying out the plethora of new functional beverages, 82% of people who buy non-alcoholic drinks also purchase drinks that contain alcohol.
There remains an intriguing opportunity to further innovate within the alcoholic beverage industry by incorporating functional tonics that offset the potential negative impacts of alcohol consumption. Maximizing the potential mental health benefits of alcohol while mitigating its risks presents a compelling case for exploration. As society grapples with the complexities of mental health and well-being, investing in initiatives that promote responsible drinking practices and offer holistic solutions could help us address the evolving needs of the anxious generation.
Interesting Innovators
Focus: Biotechnology for alcohol metabolism improvement
Description: Develops genetically engineered probiotics to break down acetaldehyde, a toxic byproduct of alcohol, in the gut
Founded: 2016
Headquarters: San Francisco, CA
Fundraising: Raised $22.4 million Series B in March 2024 per Tracxn
Focus: Functional gummies for alcohol consumption
Description: Develops functional gummies designed to be consumed before drinking alcohol to help offset its negative effects. The gummies use natural ingredients to support liver function and reduce hangover symptoms
Founded: 2017
Headquarters: San Francisco, CA
Fundraising: Raised $25.8K in crowdfunding round in November 2021 per Pitchbook
Focus: Supplements for hangover prevention rooted in Korean tradition
Description: AWKN® has 12 key superfood ingredients that help expedite the breakdown of acetaldehyde in your body, which means your chances of suffering from a hangover is dramatically reduced
Founded: 2021
Headquarters: London, UK
Fundraising: Unfunded per Tracxn
Focus: Supplements for alcohol recovery
Description: The company's product, PREGAME, is formulated with ingredients that prime the body's natural abilities to metabolize acetaldehyde, a toxic byproduct of alcohol, and regulate GABA rebound, which can contribute to feelings of restlessness or anxiety as the calming effects of alcohol fade away
Founded: 2023
Headquarters: Cranbury, NJ
Fundraising: Unfunded per Tracxn
Key Sources
"Scott Galloway, 'Firewater,' December 8, 2023, https://www.profgalloway.com/firewater/
“Young Adults Drinking Less Than in Prior Decades”, Gallup, accessed https://news.gallup.com/poll/509690/young-adults-drinking-less-prior-decades.aspx
"Moderate Drinkers Edge Out Non-Drinkers in Emotional Health," Gallup, accessed https://news.gallup.com/poll/188816/moderate-drinkers-edge-emotional-health.aspx
Haha! Love the title! very interesting research