in luxembourg, everyone drinks. what if you don’t?

In Luxembourg, the circles are small.
Your co-worker knows your cousin. Your barista lives down the street from your boss. Nights out blur into reunions. And when you choose not to drink, it’s noticed.

Sometimes it feels like not drinking is more visible than drinking too much.
Like you owe someone an explanation for ordering sparkling water.
Or like the moment you say no to wine, you’re no longer part of the mood.

We’ve felt that too.

A small country with big pressure

Luxembourg is full of tradition. Aperos. Afterworks. Client dinners. Birthday drinks at the same two bars. A beer, two beers during lunch break with your colleagues.
It’s beautiful, and it’s intense.

The social scene leans hard on alcohol. And let’s be honest, so does the social pressure. Say no to a drink, and suddenly you’re asked if you’re sick, driving, or boring.

the numbers tell an interesting story

Luxembourg ranks among the highest in the EU for alcohol consumption per person, at roughly 12 to 13 litres of pure alcohol per adult per year. But that number has dropped about 15% in the last decade. (source: WHO Global Alcohol Status Report / Eurostat)

and it's not just Luxembourg. across Europe, Gen Z is drinking 30% less than Millennials did at the same age. average drinks per week among 18 to 34 year olds have dropped from 5.2 to 3.6 over the past two decades. 21.5% of Gen Z doesn't drink at all. 39% drink only occasionally.

when asked why, 46% say they're simply not interested. 1 in 3 say it's about health and mental health. this isn't rebellion. it's clarity.

Why does choosing clarity have to come with a side of suspicion?

The real problem? It’s never just about the drink

It’s about belonging. About wanting to be present, engaged, and part of the energy, without sacrificing how you feel or who you are.

And in a small place like Luxembourg, where your choices travel fast, it can feel safer to just go along.

But going along means staying blurry. It means driving home with one glass too many. It means waking up with a headache and a question mark.

in 2018, a study published in The Lancet, covering 195 countries, concluded: "the safest level of drinking is none." not moderate. not occasional. none. that's not our opinion. that's the data, from one of the most respected medical journals in the world. (source: GBD 2016 Alcohol Collaborators, The Lancet, Vol 392, 2018)

a 2025 meta-analysis from Brown University reviewed over 150,000 participants and found that even one month without alcohol led to better sleep, improved mood, lower blood pressure, less liver fat, and better insulin resistance. (source: Brown University, 2025)

the question isn't why would you stop. it's why you wouldn't try.

We wanted something different. So we made it.

Enter mysa. A drink that lets you show up, without compromise

mysa doesn’t try to look like alcohol.
It doesn’t try to pretend. It’s not an “alternative.”
It’s a statement in its own right. Bold. Bitter. Sparkling. Crafted with complexity.

When you hold it, people don’t ask why you’re not drinking.
They ask what that is.

And just like that, the conversation changes.

you're not alone in this

58% of people who buy no/low-alcohol drinks also drink alcohol. they're not sober. they're selective. the no/low-alcohol market in Europe is valued at roughly 4.5 billion euros and growing every year. (source: IWSR Drinks Market Analysis)

in Belgium, Tournee Minerale (their version of Dry January) draws over 130,000 official sign-ups each year. in France, the Defi de Janvier has seen participation grow by 40% since 2020.

this isn't a trend. it's a shift.

So here’s to:

Saying no without shrinking

Being clear, not just polite

Choosing a drink that speaks your language

And showing up, fully, in a place where everyone is watching

Tastes like a forest at golden hour. Feels like a ritual worth keeping

Find mysa near you