Social media helps boost the number of pioneers
Now, due to a social media campaign by the Pioneers Association, anecdotal evidence suggests that people under the age of 40 are re-evaluating their drinking habits and numbers becoming pioneers are on the increase.
In the 1960s, at the height of its popularity, the association had a membership of 500,000. Numbers began to fall dramatically from the 1990s onwards, due in part to the numerous scandals within the Catholic Church and alcohol costs.
