Vodka Revs' demise is being driven by Gen-Z finding its bars 'dated', health expert claims: Younger people aren't finding binge drinking 'attractive' as chain considers shutting down 20 of its worst performing branches

• Shares in the business dropped by as much as 57 per cent on Tuesday 
• Now growing concerns over 'hundreds' of job losses as 20 bars could close

Vodka Revs' demise is being driven by Gen-Z turning away from alcohol to prioritise health and wellbeing, as well as simply finding the bars 'dated', experts have claimed. 

The chain announced this week that it is looking at 'all the strategic options available' after the business dropped by as much as 57 per cent when markets opened on Tuesday, with growing fears of 'hundreds' of job losses as a result. 

John Holmes, a professor of alcohol policy at Sheffield University has argued that this is because youngsters today are much more health conscious and much less interested in drinking than previous generations. 

He told MailOnline: 'Gen Z drink much less than their predecessors, often because they want to avoid risks to their future wellbeing and success.

'This inevitably means that some pubs and bars will struggle to survive if they do not offer what today's young people want.'

Latest research has showed that the number of 18 to 24-year-olds who label themselves non-drinkers is up from 27 per cent to 39 per cent in just a year. By contrast, only 24 per cent of over-55s say they do not drink. 

Christy Osborne, a sobriety coach based in London, agreed with the analysis saying: 'With increasing access to information about the health risks of binge drinking and its potential long-term consequences, Gen Zers are making more informed choices about their lifestyle habits, including their attitudes towards alcohol consumption.

'As a result, the cultural landscape surrounding drinking establishments may indeed be shifting, as fewer individuals, particularly from younger demographics, express interest in traditional drinking establishments. 

'This trend reflects a change in consumer preferences and a broader cultural shift towards prioritizing health and wellness.'

Prof. John Foster from the University of Greenwich has claimed that the franchise is simply 'dated' and among the younger generations it is no longer appealing to go out 'binge drinking'. 

He also noted that it is an increasingly competitive market and alongside the cost of living crisis if you cannot keep up with what Gen Z are interested in then you will struggling. 

'There is some evidence that licensed premises are being hit by the costs of living in general however I suspect the issue may be the fact that this is an increasingly crowded market and Revs may be seen as a bit dated. 

'There is now much more acceptance of alcohol-free products and I suspect a lot of the heavy binge drinkers are not young people. 

'Perhaps it is no longer seen as attractive to a new group. Young people of 10 years ago who did use Revs are probably now in their 30s and having to pay high rents, mortgages and may well be having young families.' 

 Earlier this week a source told Sky News on Monday that a plan being considered by Revolution could result in the closure of around 20 of its worst-performing bars, resulting in 'hundreds' of redundancies. 

Revolution is speaking to investors in a plan to raise around £10 million, the broadcaster reported. On Monday, the company was valued at £6.6 million.

In January, the business slashed its annual outlook, saying that its younger customers were being disproportionately hit by the soaring cost-of-living.

Revolution's statement on Tuesday morning did not confirm plans to shut sites and cut jobs but bosses did say they were looking at restructuring parts of the group. They might also sell part or all of the business.

'Following a period of external challenges which have impacted the company's business and trading performance, the board is actively exploring all the strategic options available to it to improve the future prospects of the group,' Revolution said.

'These include a restructuring plan for certain parts of the group, a sale of all or part of the group and any other avenue to maximise returns for stakeholders.'

The company also said it is engaged with 'key shareholders and other investors' about raising cash. One of those is Luke Johnson, the businessman and former chairman of Pizza Express and the owner of Patisserie Valerie.

Mr Johnson currently chairs and part-owns Gail's bakery. On Sunday, Sky News reported that his co-owners in the bakery chain are drawing up plans to sell their stakes.

Mr Johnson is a man involved in many different businesses, currently acting as the Chairman of Gail's bakery and Brighton Pier Group.

He is a former owner of The Ivy, Le Caprice and J Sheekey restaurants and a former part owner of Giraffe.

As a Grammar-school educated man, Johnson began his career at 18 when he was studying at Oxford as a medical student.

He teamed up with another medic, Hugh Osmond, to buy Pizza Express for £8million in 1983.

The business expanded from 12 restaurants to over 200 before they sold it on in 1999.

The business previously announced it would close eight bars across England, including sites in Beaconsfield, Derby, Reading, St Peters Liverpool and Wilmslow. 

It also said it would close two Revolucion de Cuba sites in Sheffield and Southampton and the Playhouse in Newcastle-Under-Lyme.

The company reported its best Christmas trading period in 2019, but the impact on Covid-19 has been felt by Revolution and bars across the country.

Chief executive Rob Pitcher said at the time: 'We have had the best festive trading period for four years with all of our brands recording positive like-for-like sales and Revolucion de Cuba being the standout performer.

'However, our younger customers are still feeling the disproportionate effect of the cost-of-living crisis and the national living wage will increase materially in April 2024.

'Therefore, we have taken the difficult yet ultimately beneficial step for the group to close several bars which are unprofitable.

He added: 'Our teams do a terrific job in making guests welcome and giving them a great experience and again we have demonstrated that when our customer base can afford to do so, they are choosing to celebrate with us, and we have delivered record levels of guest satisfaction.

'This should bode well for the future.'

In September 2023, JD Wetherspoon put 11 of its pubs up for sale after closing down dozens of boozers earlier in the year. This included branches in Chesterfield, Doncaster and Cardiff.