The Alcohol Consumption Culture of Students in the Context of the Development of a Trend Towards a Healthy Lifestyle

This article delves into the examination of alcohol consumption culture among student youth in the context of the emerging trend towards a healthy lifestyle (HLS). The historiographical analysis has shown that this topic is insufficiently developed. The original author’s research was conducted on the basis of the integrated use of quantitative (sociological survey) and qualitative (interviews with experts and conducting two focus groups) analysis methods. The interrelation of economic and social aspects is considered, as well as the search for a bal-ance between the interests of the state, producers and consumers. The article defines the concept of “alcohol consumption culture” as a socio-cultural phenomenon in the narrow and broad sense of the word. The results of the analysis showed that modern youth often choose low-alcohol beverages, which has an impact on the alcohol industry, forcing enterprises to increase production of such products. The study revealed the risks associated with the consumption of low-alcohol products, especially beer, among young people. These risks demand heightened attention towards developing a culture of alcohol consumption among young people, as well as stringent quality control of the products manufactured. Based on the findings, recommendations are proposed to address the iden-tified challenges while promoting responsible consumption practices.