Gen Z is redefining pub culture, and a pair of new teetotal landlords are hopeful of making their time behind the bar a success. Kyle Blair, 23, and Lara Friday, 22, took over the lease at The Three Crutches in Kent less than two weeks ago, signing a five-year deal with Heineken, which owns the pub. Being teetotal is not something the couple see as an issue; they believe they are ahead of the trend of a 'whole new version of hospitality' brought about by widespread abstention among Gen Z.
Gen Z's Shift Away from Alcohol
As Gen Z seek healthier lifestyles, alcohol is often the first thing to be set aside. More than a third of Gen Z are shunning alcohol, according to a new study from the Health Survey for England. The survey revealed that in 2024, 35 per cent of people aged between 16 and 24 did not consume any alcohol in the 12 months prior, up nine percentage points from 2022. The cost of alcohol is another reason Gen Z are opting against consumption, as the price of a pint of beer has breached the £10 mark in London for the first time.
Young Landlords Embrace New Trends
Mr Blair, who was once dubbed Kent's youngest landlord after taking on his first pub aged 20, said he wants his pub to have 'good food and good beer' but will focus on a younger generation and 'what people want'. Despite being teetotal, the couple believe they can make The Three Crutches a success. Pubs continue to feel the impact of changing habits and increased costs; this year, an average of two boozers have closed their doors each day. Figures from the British Beer and Pub Association (BBPA) showed that more than 160 pubs closed across Britain between January and March. In total, 336 British pubs closed in 2025, and more than 2,000 have closed in the past five years.
But Mr Blair and Ms Friday are determined to make a success of their time at the pub, claiming to 'understand the new age and the new culture'. In recent years, drinks such as Heineken 0.0 per cent, Budweiser Zero, Guinness 0.0, and Asahi Super Dry 0 have boomed. Data from the British Beer and Pub Association shows sales of no- and low-alcohol beer, wines, and spirits have soared 870 per cent since 2013, with nine in 10 pubs now offering at least one zero per cent option.
Addressing Local Concerns
Mr Blair admitted that some locals are 'concerned' about the couple taking over the pub 'because we are young', but reassured punters that 'we know what we are doing, and we are going to give it a go'. 'There are definitely younger landlords and landladies coming through the industry because it is a whole new version of hospitality,' he said. 'I think it is good because the younger generation nowadays does not actually drink. I saw a statistic that said more people on New Year's Eve were at the gym than in the pub. I think it is about being able to understand the new age, the new culture, and what people want. We are going to thrive.'
Mr Blair took over his first pub in 2023, standing behind the bar at The Black Horse in Bean, near Greenhithe, before going on to manage the restaurant of The Fighting Cocks in Horton Kirby. His love for the hospitality industry started when he was 14 years old and began helping his grandparents behind the bar at Erith and Belvedere Football Club. Mr Blair, a former semi-professional footballer for Welling United, said: 'I just love making people happy. It sounds cringey, but that is what my partner and I are good at. It is a luxury to come to a pub nowadays, it really is. We want to have good food, good beer, good atmosphere, and for it to be very welcoming and loving. We want to make it community-led, and bring families and friends here seven days a week.'
Renovations and Future Plans
The Three Crutches has undergone a mini makeover, including the creation of a new private dining area, a snug by the fireplace, and the opening of the top bar for punters who only want a drink. The couple also plan to introduce new entertainment and show sports like football, horse racing, and rugby. They hope to show the World Cup on big screens throughout the summer in the garden area and create an outdoor bar and pizza oven. 'All the reviews have been good so far,' Kyle said. 'I think a fresh face always helps, but a few people will be concerned about the change and because we are young. My partner and I are a good team, and we have a good team around us. We know what we are doing, and we are going to give it a go. It was a pub that my partner has always known all her life, and when we stepped out of our previous pub, we wanted a new adventure. It is such a great community. There is no reason why you should not come here.'
