“What, for January?” I said.
“No, for three months,” she replied. “It’s the new trend among young people in London, and Jack’s doing it too.”
Her brother Jack is 23 and has been known to enjoy a bevvy with the boys.
So what do they drink now? Well, bottled water, tea and fruit juice blends, smoothies and flavoured waters, sometimes with label-promoted health benefits such as ‘multivitamin’ or ‘added vitamin C’.
This is one sector of their lives in which they can exert control and they enjoy differentiating themselves from their parents. But indulgence, it seems, is still part of the beverage experience, with either a creamy hazelnut coffee or energy drink still managing to tempt them to part with their cash.
Claire Phoenix is managing editor of Beverage Innovation magazine.
© FoodBev Media Ltd 2024