How changing youth habits are reshaping the bar industry

As Professor Torsten Kolind explains, “If we examine the general patterns, statistics indicate that there has been a decrease in young people’s drinking, aged 15 to 17, over the last 20 years. However, the decline in Denmark has not been as significant as in Finland, Norway, and Sweden, and in recent years, drinking among young people in Denmark has increased slightly.” If these developments continue over time, they may have lasting effects on bar culture.

Traditionally, bars have been an important part of social life. They are places where people meet friends, build relationships, celebrate special moments, and relax after work or school. Alcohol has usually been a key part of this experience. When drinking habits start to change, bar owners may need to rethink not only what they sell, but also how their bars are used and what kind of atmosphere they create.

Kolind points out that alcohol remains strongly connected to social life in Denmark: “Beer plays a central role in the cultural narrative of Denmark. Danish ‘hygge’ signifies being together with friends, and in many cases, drinking a beer.”

When discussing lower alcohol use among young people, the bar industry finds itself in a complex position. Although research and media reports point to changing drinking habits, these trends are not always clearly visible during busy nights in bars and clubs. Alcohol consumption in nightlife settings remains high, even as shifts appear in other social contexts.

Changes are more noticeable in student environments, such as universities and organised social events for new students, where alcohol consumption appears lower than in previous years. This suggests that drinking habits may be changing not only in terms of quantity, but also in terms of when and where young people choose to drink.

This development aligns with Kolind’s research. “Refraining from drinking is nowadays more socially acceptable, and one does not need to give an excuse,” he says. At the same time, Denmark still has the highest alcohol consumption per capita among the Nordic countries.

Several factors may be influencing how young people drink today. Public health campaigns promoting moderation, mental health, and wellbeing have become more common, and the long-term effects of the COVID-19 pandemic may still shape social behaviour and patterns of socialising.

Kolind notes that larger cultural shifts seen elsewhere are less pronounced in Denmark. “The sober curious trend, which originated among young people in the USA, has not significantly gained a foothold in Denmark.” He adds that “Dry January, for instance, is prevalent in many other countries, but has not really gained a foothold in Denmark.”

Digital communication, dating apps, and social media may also reduce the importance of bars as the primary place to meet new people. Instead of eliminating alcohol entirely, young people may simply be socialising in new ways. According to Kolind, Denmark differs from many neighbouring countries because alcohol remains deeply embedded in youth culture.

Young drinkers themselves describe lifestyle changes. Victor Maxner (26) says alcohol is still part of his life, but not as central as it once was. “I work in a nightclub, so I do drink,” he explains, “but much less than before.” Many people his age, he says, choose moderation rather than excess.

This story is for all people on Earth and could be published in any news media, particularly ones with a focus on health.