Ladette

It could be argued that the rise of the socially conscious model reflects a very 2017 archetype: the “woke” young woman, who looks set to define femininity this decade in the same way that the lager-swilling ladette did in the 90s. It is also symptomatic of a broader cultural “awokening” that has reached the stuffiest institutions; even the royal family has recently relaxed its upper lip.

So the rise in drinking seems to centre on gen X women, or, to give us our proper title, ladettes.