Gen Z has officially changed the game. Whether it’s what they eat, how they work, or how they socialise, this generation is redefining what “fun” and “freedom” look like – and alcohol is no longer the default.
Enter Claritee, the UK’s first alcohol-free events company for the corporate world and beyond, on a mission to create connection without the hangover.
Founded by legal entrepreneur and person in recovery Alex Clapp, Claritee was born out of Alex’s personal journey to overcome workplace drinking culture and alcohol addiction. The company challenges the idea that socials and client events have to revolve around alcohol, delivering high-quality, vibrant experiences focused on wellbeing, inclusion, and genuine connection. From awards nights and networking to team socials and conferences, Claritee is proving that the best events are the ones you actually remember.
Cultural and generational shifts are driving this change. Research shows that over the last four years, 4.1 million fewer UK adults are drinking alcohol weekly, and 43% of Gen Z identify as teetotal. Among those who do drink, 49% plan to cut back in 2025, with health and mental wellbeing as the leading reasons. The rise of wearable health tech means 46% of 18–34-year-olds now have real-time feedback on the impact of alcohol, making moderation — or going alcohol-free — a lifestyle choice rather than a restriction.
Alex Clapp, Founder of Claritee said, “Claritee started as a simple idea: to show people what’s possible when you take alcohol out of the equation. But now, it’s a movement. It’s about creating events that actually feel good — for everyone.”
Claritee has already partnered with organisations including Pro-Manchester, NACOA, Steps Together and R;pple Suicide Prevention to deliver alcohol-free experiences that put people first. These events appeal not only to those who choose not to drink, but also to those looking for balance, better mental health, or simply a break from drinking culture.
Alex Clapp said, “We’re not here to make anyone feel bad for drinking. We’re here to show there’s another way — one that’s inclusive, joyful, and designed for the way people actually want to live today. It’s not about being perfect. It’s about feeling better.”
With the first phase of the business firmly established, Claritee is now entering its next chapter: building a global wellbeing hub. The vision is to create a go-to platform for discovering and celebrating experiences that prioritise wellness — from sober raves and running clubs to retreats and festivals that put connection over consumption. This new phase will give businesses, creators, and communities a space to be seen and celebrated for the positive impact they’re making.
To support this growth, Claritee is preparing for an investment round to scale the platform, expand its reach, and accelerate its mission to create a more connected, wellbeing-led culture – locally and globally.
