The ‘90s were peak alcohol. For Gen X growing up at the time, lads and ladettes reigned supreme, and drinking was synonymous with having a good time. But nearly 25 years later, this booze-loving generation has started to shift not only their perception of alcohol, but their drinking habits too.
Sam Shearman is founder and director of Inventive Productions, an immersive hospitality group that fuses impressive set designs and detailed actor-led storylines with unique cocktail services. Its Alcotraz prison cocktail bars can be found in London, Manchester, Liverpool, and Brighton.
Tom Bell, founder of DrinkWell and SkinnyBrands, is a pioneering entrepreneur in the beverage industry, known for his innovative approach to creating “better for you” alternatives in the world of drinks.
Olivia Foster is a writer and producer living in London. She’s spent over a decade writing about women’s-interest topics, from beauty to pop culture to politics, for publications including Grazia, Marie Claire, and the i.