Intoxicated Masculinity: The Changing Role Of Alcohol In Manliness

UK drinking culture is shifting from one centred on heavy social drinking towards moderation, wellness and experience-led socialising, with younger adults drinking less frequently, more people choosing not to drink at all, and health and cost becoming major influences on alcohol consumption.

The decline in drinking among men - particularly younger men - is one of the most interesting aspects of the changing drinking culture with young men binge drinking less than young women for the first time ever.

Let's dig into how alcohol and masculinity are wrongly interwebbed and how Gen Z might be the generation to finally unpick it.

Alcohol And Masculinity 

Alcohol use - and abuse - has always been more prevalent among males than among females. The idea of going down the pub with your mates, or being able to hold a drink is tied up with masculinity passed down from generation to generation according to studies.

One of the most influential ideas about alcohol and masculinity comes from sociologist R. W. Connell, who developed the concept of hegemonic masculinity. Traditionally in Britain, heavy drinking has been one way men demonstrated dominance, toughness and belonging within male peer groups. 

Researchers at the University of Sheffield found that heavy drinking was often described as a performance of masculinity, particularly in sport and nightlife settings. However, they also found younger men increasingly questioned these expectations.

Modern Men Less Interested In Performative Masculinity

Rather than proving masculinity through excessive drinking, younger men are increasingly performing masculinity through health, fitness, financial responsibility and emotional wellbeing.

The stats show that heavy drinking among men is phasing out. In 1998, 37% of men aged 16–24 reported drinking 8+ units on their heaviest drinking day. By 2022, this had fallen to 17%. That's a 54% reduction in binge drinking among young men.

This shows a clear change in how men are approaching drinking - they're less interested in drinking excessively. On the flip side, Gen Z men are the most likely group to be spotted in the gym, with 30% of this generation regularly working out in fitness facilities, compared with 15-25% of the total adult population.

“Over the course of their lives, Gen Z are nearly 20 times more likely to choose not to drink alcohol compared to Baby Boomers, even after adjusting for sociodemographic factors,”... "This isn’t just a phase; it appears to be a sustained change in behaviour that could have long-term public health benefits.” -  OK Boomer: A longitudinal analysis unravelling generational cohort differences in alcohol consumption among Australians.

Less Rigid Gender Roles Allowing Young Men To Reduce Consumption

British Social Attitudes survey data suggests that Briton’s gender-role ideologies are becoming more egalitarian - that is, people have less strict ideas about how men and women should behave. 

Previously, alcohol was tied up with the idea of being manly and performing masculinity, however younger generations reject this idea.

For Gen Z and below, there are fewer rigid social expectations to drink heavily to prove masculinity, allowing men to comfortably socialise without alcohol.

This exciting change is reshaping the way men drink, and allowing masculinity to be defined in healthier ways.