Drinking in moderation has had a rebrand thanks to Hana Elson, a TikToker, who coined the term in 2022 via her hashtag #damplifestyle. With over 42 million views, it’s safe to say that Elson has achieved the type of virality and awareness that government health departments have attempted for decades. And, chances are, you’re already living it.
What is a damp lifestyle?
The TikToker has been steadfast in asserting that she is not a teetotaller. Instead, she chooses to limit her intake of alcohol: starting a typical night out with a mocktail, and pacing her evening by alternating between water and alcoholic beverages.
Damp culture could be as simple as
- Refraining from alcohol during the week
- Choosing lower alcohol options, such as Perdeberg Lighthearted
- Alternating between glasses of water and tempering these with water
- Or it could take the form of complete abstinence for longer periods of time – we’ve all seen the Dry January reaction to the festive period’s indulgence, as well as our penchant for rhyming in the form of Sober October
In essence, it is a conscious reduction in alcohol intake to find a compromise between overindulgence and sobriety.
This could be for a variety of reasons:
4 Reasons why people are choosing the damp lifestyle
Health
Physical and mental health are the most obvious reasons. Increased risk of diabetes, fertility issues, cancer, brain damage, cirrhosis of the liver, high blood pressure, heart damage and heart attacks are all long term effects of drinking more than the recommended alcohol consumption guidelines (the NHS suggests 14 units which equates to 6 x 175ml glasses of wine).
In terms of mental health, many use alcohol as a coping mechanism to relieve stress. However, alcohol is a depressant that disrupts the balance of neurotransmitters in our brains; it can increase stress and cause anxiety. It is linked to depression, psychosis, suicidal thoughts and self harm.
Wealth
Alongside health comes wealth. Younger generations have stated that they aren’t able to afford fine wines; concluding with ‘why start?’. BusinessTech looked at the effects of inflation on the price of beer, which remains affordable within the larger public’s budget. In 2008, a 6-pack cost R28.87. This rose to R59.99 in 2018. A quick Google search shows that a well established national beer brand currently retails for R69.99.
An additional cost factor is our absolute awareness surrounding the dangers of drinking and driving. The budget for a night out or a braai with friends now includes the cost of a cab. The alternative being a designated driver or drastically reducing the night’s indulgences. Leopard’s Leap Natura, Spier 5.5%, Robertson Winery Light Range, JC Le Roux's non-alcoholic range, and Van Loveren Almost Zero are all convenient options for those wanting to drive or remain sober.
Sober curious
‘Sober curious’ is a catchphrase that predates #damplifestyle by a few years, but was also led by social media. Sober curiosity seems to lean more heavily towards exploring eventual sobriety. Whereas, the damp lifestyle allows for more flexibility and mainstream acceptance of sobriety.
Diet
The average 175ml glass of white wine contains around 131 calories (kcal), dependent on its alcohol by volume (ABV). The body views alcohol as a poison and will sacrifice metabolising fat to prioritise breaking down the booze. Whether you’ve chosen a burger or a salad alongside your tipple of choice, the food calories will be stored as fat instead of being burned for energy
Socio economics in South Africa
As the one of the highest consumers per capita of alcohol in the world, and, more poignantly, consumed by less than half of the nation, one wonders whether this damp lifestyle will resonate with our culture of heavy drinking and binge drinking.
In South Africa, all things are not equal and we must consider all demographics. After witnessing generational alcohol abuse as a result of oppression and, particularly in the Western Cape, the dop system, it’s natural to see large groups of teetotallers who have suffered as a result of familial instability and generational trauma caused by alcohol misuse.
However, in a country where unemployment and lack of future prospects still plague the majority, can one blame the decision to turn to alcohol as a form of escapism? The role that institutionalised racism has had on community health interventions cannot be ignored. Alcohol misuse is as much, if not more so, a community and societal problem as it is an individual problem. Albeit a portrayal of only snippets of the very best moments, social media is social and it is communal.
Perhaps the prevalence and acceptance of a damp lifestyle could permeate South African youth culture, and support future generations' conviction in choosing to consume alcohol more responsibly.
Damp culture’s effect on alcohol sales
It begs the question: "How does the damp lifestyle affect the wine industry?" We’ve seen wineries respond to the growing trend by producing low alcohol and zero alcohol wines. Acknowledging and adapting to this change is a positive reaction.
Damp culture is more than a trend. Over the decades, governments have implemented legislation restricting alcohol advertising, tightening and enforcing drink-driving laws, and raising minimum unit prices for alcohol in an attempt to curb consumption. Recessions have influenced consumer’s disposable incomes.
Some consumers choose to switch to lower priced wines or less expensive alcoholic options (e.g. beer, or choosing Prosecco over Champagne). Many wine enthusiasts choose to purchase less but spend more per unit – drinking less often but at a higher quality level. Wine producers could lean into this opportunity by embracing this change in consumer culture that opens doors to evolving their objectives to focus on quality over quantity. Or, in Hana Elson’s words "drinking for enjoyment versus drinking to get drunk".