by Nina Vaclavikova
On a recent spring weekend, instead of spilling out of bars in the early hours, groups of young people could be found leaving yoga studios, boutique gyms and Pilates classes—chatting, lingering, and, increasingly, socializing without alcohol.
“We’re seeing something that we’re calling ‘the great moderation,’” said Joe Wadford, an economist at the Bank of America Institute. “Younger people are gravitating toward healthier hobbies.”
The trend has been widely documented in the United States. But is it taking hold in Italy—and more specifically in Friuli Venezia Giulia? To find out, we ventured out and spoke to locals.
Many in their 20s are choosing to spend more of their downtime—and their money—around fitness rather than nightlife. The shift, subtle at first, has grown into a broader cultural movement.
The change was evident at this year’s Vinitaly, the international wine fair held from April 12 to 15, where producers and distributors noted a rising interest in low- and no-alcohol alternatives. While previous editions celebrated bold reds and full-bodied vintages, this year’s conversations often turned to balance, wellness and moderation.
The trend is driven in large part by Gen Z and younger millennials, many of whom are not abstaining entirely but describe themselves as “sober curious”—a movement that prioritizes mindful drinking or opting out altogether. For some, it is about health; for others, clarity, cost, or simply changing social norms.
In Friuli Venezia Giulia, a region long associated with wine culture, the shift is still subtle. Interviews with local residents suggest a generational divide, but also a growing openness.
“I still enjoy a glass of wine with dinner,” said Martina, 27, from Trieste. “But I don’t feel the need to drink when I go out anymore. If we meet, it’s often for a workout or even just a walk.”
Others echoed the sentiment, describing a social life less centered on alcohol and more on shared activities. “We’ll do a yoga class together, then grab something healthy after,” said Lucia, 24. “It’s still social—it just feels better the next day.”
For a generation redefining what it means to go out, the night no longer has to end with a drink in hand.
