"Embarrassment and anxiety are one of the reasons why I don't really touch alcohol anymore"
Young people are making a big switch from a routine that dates back centuries in British culture. Changing habits, rising costs and a rise in alternatives is pushing young people to stay home and to drink less.
Back in the 90's, when some parents were in their twenties, drinking culture was in its prime, with underage access to pubs and supermarkets being an easy score. Excessive drinking was tied to rave culture and the introduction of big 'alcoho-pop' brands like WKD saw young women drinking just as much as men.
Between 1990 and 2000 the weekly alcohol intake of 11-15 year olds doubled. However attitudes today are starkly different, with more than a quarter of young people now identifying as non-drinkers.
We've spoken to people in Devon who have decided that prioritising their health or bank accounts over an alcohol-fuelled night out in pubs.
Young people are prioritising their health and realise that there's not much space for drinking alongside fitness regimes.
"I think people think of their long-term health more and are significantly more into fitness," said Rhiannon Simms, who attended the University of Plymouth.
Ellie Burnard, who grew up near Pyworthy in Devon, said that it becomes a bigger pressure once you reach your twenties.
"As you move into your twenties you realise that it's not very good for your health, unless you're mindful," she said.
Charlie Conoley, who spends time socialising in Devon and Cornwall highlights that low and no alternatives are healthier.
"I often think about the calories, I tend to drink Heineken 0 percent as an alternative. It's something like 69 calories for the bottle compared to the alcoholic version which is nearly 150," he said. "In my personal opinion, it tastes better than the original Heineken and non-alcoholic options are technically healthier," he adds.
Kristian Hedditch echoes simply: "Beer belly."
Many are met with financial pressures after reaching their 20's and with increased prices in pubs and bars, it's another reason to slow down on the alcohol consumption.
30 years ago, the approximate average price of a pint in the UK was between £1.50 - £2. Today, they're priced over £4.50 in most places with many pints exceeding the price of £5.
"It's much cheaper not to drink alcohol," said Jess.
Jack Cousins, a local barman has shed a light on how alcohol drink prices have pushed him away from drinking.
"Honestly, sometimes I don't have enough money in my bank account to justify multiple pints, so I may have one and then switch to soft drinks, plus if I want to be social with my friends and have work early the next day it's a good option," Jack said.
He hints that drinking before a night out, known as 'pre-drinking', is becoming more popular with prices in mind.
I'd say drinks are getting more and more expensive. The 'pres-culture' is getting accepted slowly more and more because of how expensive pints are getting," he adds.
Aimee, who studied in Plymouth, chooses to spend her money on coffee alternatives.
"I no longer like the feeling of being drunk but non-alcoholic alternatives are equally expensive so I drink coffee," she said.
Simon Chudley, at The London Inn in Okehampton, agrees that the rising success of other establishments are a factor in young people drinking less.
"Other trades are better now, like cafes. People, families and kids like to socialise in coffee shops, not just over a drink in the pub," he said.
A poll of over 50 Devon-based respondents found that 86% of young people believe that drinking less is becoming more normal. 39% said they drink alcohol semi-regularly but don't get particularly drunk, for fear of wasting the next day with a hangover.
Katy, who lives in Devon, said: "I feel like you waste a day hungover and I want to make the most of my free time."
John Humphries went to University in Devon. He said that too many bad experiences whilst drunk is enough to encourage a significant decrease in his intake.
"I already have anxiety so my hangxiety is so severe, where I think I've upset everybody. And in terms of confidence, it does help people that aren't very confident be more confident, but the next day I think I've put myself out there when I really didn't want to," he said.
"Embarrassment and anxiety are one of the reasons why I don't really touch alcohol anymore."
Pubs and clubs in Devon have recognised a significant decrease in alcohol purchases in young people, with many favouring alcohol-free alternatives or even soft drinks.
Mike Jordan, owner of The Tavern, a clubbing venue in Barnstaple, says groups of young adults don't drink much at all.
"People are still coming out, albeit slightly fewer than in the past. We have noticed whole groups have only 1, maybe 2 drinks per night out, some groups will come in and not drink at all," said Mike.
John Squires, who runs The William's Arms in Braunton, says the market for alcohol is shrinking.
"Our sector's news magazines say that youngsters are not drinking. The drinking market is on a decline," said John.
"There are more non-alcoholic drinks on the market so people have that available alternative, they don't have to drink if they don't want to.
Personally I don't see much point in non-alcoholic beer, but I think it relieves people from that peer pressure to drink and get smashed," said Ben Kelsey, currently studying his masters.
Alternative past-times are thriving as young people report that they're swapping visits to their local pubs for moments that keep their heads fresh.
"I enjoy playing social sports, going to brunch with friends, all things that don't cause a hangover," says Victoria.
The coastal position of Devon encourages use of the sea to provide entertainment.
"I love sea swims, snorkelling and walks," says Abbie from Devon.
"I skateboard, go on the beach to hunt for cool bits of glass and shells, surf, swim, and walk on the coastal path," Jack adds.
While young people are making this change, they still value their locals and hope that the pub scene has a chance to survive. Most have not cut out drinking all together and do enjoy at least a weekly visitation to the pub.
Ben Kelsey said:" I think the trend of younger people not drinking so much is also part of the pub culture slowly dying, which is honestly a shame because I wish pubs weren't struggling like that," he said.
"It does seem to be something that's deeply rooted in British culture so I'd rather pubs thrive as prominently as they were before," Ben adds.