Beverages: Is Gen Z Really Drinking Less, or Just Being Choosier When They Indulge?
- InsightTrendsWorld
- 19 hours ago
- 5 min read
Why It’s Trending: A Complex Mix of Moderation, Experimentation, and Economic Reality
There is considerable evidence that Gen Z overall drinks less alcohol compared to previous generations, but this decline might be less about abstinence and more about more intentional, selective drinking.
The rise of the “sober curious” movement, health and wellness priorities, and economic pressures have all shifted younger consumers' attitudes toward alcohol.
However, data indicates a rebound in alcohol participation among legal-age Gen Z drinkers in key markets, signaling a more nuanced evolution rather than a complete rejection.
Gen Z’s drinking culture blends moderation with experimentation, reflecting broader lifestyle shifts toward wellness, convenience, and authenticity.
Overview: Moderation, Experimentation, and Value in Focus
While Gen Z is often characterized as drinking less or avoiding alcohol, recent research shows that many are still engaging with alcohol—but in new ways. Many Gen Z drinkers prefer lower volumes and less frequent consumption, seeking high-quality spirits, innovative cocktails, and ready-to-drink beverages that align with their lifestyles. Moreover, younger drinkers are gravitating toward spirits and cocktails more than traditional beer or wine, signaling a preference for flavor diversity and convenience.
Economic factors also play a role: with squeezed budgets, Gen Z consumers prioritize where and how they spend on alcohol, often drinking more in social settings but spending cautiously overall. As they age and enter their mid to late twenties, alcohol consumption tends to rise toward levels comparable to Millennials and Gen X, but with a continued emphasis on wellness and moderation.
Detailed Findings: What the Data Shows
In 2023, 66% of Gen Zers of legal drinking age reported consuming alcohol in the past six months; this figure rose to 73% by March 2025.
In the United States, the increase was particularly strong—from 46% to 70% consuming alcohol in six months.
Gen Z drinkers exhibit broader exploration of drink types and flavors compared to older generations, with spirits and cocktails particularly popular.
Ready-to-drink (RTD) beverages like canned cocktails and hard seltzers continue to experience rapid growth, favored for convenience and flavor variety.
Despite increased participation, frequency and volume remain lower; many younger consumers are occasional or moderate drinkers.
A substantial segment identifies as “sober curious” or chooses alcohol-free periods, motivated by health, wellness, or lifestyle preferences.
Industry experts highlight that the current dip is cyclical and economic, not a permanent rejection of alcohol.
Key Success Factors: How the Industry is Adapting
Innovation in Formats: Canned cocktails, hard seltzers, and low- or no-ABV options address Gen Z preferences for convenience and moderation.
Authenticity and Transparency: Brands that embrace honest marketing, clean ingredients, and align with health-conscious values perform better.
Flavor Exploration: Diverse offerings—from tequila-based drinks to botanical infusions—appeal to adventurous younger consumers.
Social Engagement: Venues and brands are creating experiences that resonate with Gen Z’s digital lifestyle and social pressures.
Premiumization: When Gen Z drinks, many are willing to pay more for perceived quality and uniqueness.
Key Takeaway: Drinking Less Doesn’t Mean Giving Up
Gen Z is not rejecting alcohol outright—rather, they choose when, what, and how to drink with greater care. The story is one of moderation, mindful celebration, and flavor-forward experimentation, all influenced by wellness and economic realities.
Main Trend: Mindful and Curated Drinking Culture
Gen Z drinking patterns reflect a transition toward intentional social and personal drinking, with an emphasis on moderation, wellness, and quality over quantity.
Description of the Trend: Selective Sipping
“Selective Sipping” describes the Gen Z approach to alcohol—drinking less often but valuing creativity, authenticity, and moderation when they do.
Key Characteristics of the Core Trend
Prefer spirits and cocktails over beer and wine.
Embrace ready-to-drink convenience and innovation.
Drawn to low- and no-alcohol alternatives.
Moderate or occasional use predominates.
Strong wellness and “sober curious” influence.
Market and Cultural Signals Supporting the Trend
Growing “sober curious” movement among young consumers.
Alcohol participation rates increasing slowly after pandemic lows.
RTD and hard seltzer categories growing robustly.
Increased cultural emphasis on health, self-care and moderation.
Economic pressures temper discretionary spending on alcohol.
What Is Consumer Motivation
Desire for authentic, enjoyable experiences without compromising health.
Preference for products that fit active, social, and wellness-focused lifestyles.
Value-seeking in quality over volume.
Curiosity about new flavors and formats.
Awareness of alcohol’s risks and willingness to moderate.
Motivation Beyond the Trend
Economic constraints shaping discretionary spending.
Generational health and wellness priorities.
Social media influence driving experimentation and education.
Desire to align consumption with personal identity and values.
Descriptions of Consumers
Consumer Summary:Legally drinking Gen Z members are diverse in their consumption, from abstainers and sober-curious individuals to occasional and social drinkers exploring new flavors and formats. Quality, wellness, and social alignment are key drivers.
Who are they? Gen Z adults 21+, urban and suburban, digitally engaged.
What is their age? 21 to early 30s, with patterns evolving as they age.
What is their gender? All genders, with inclusivity emphasized.
What is their income? Varies widely, but generally budget-aware.
What is their lifestyle? Health-conscious, socially connected, value-driven.
How the Trend Is Changing Consumer Behavior
More moderation, occasion-based drinking.
Higher demand for authenticity, flavor, and experience.
Growing market for RTD, low-, and no-ABV products.
Reduced stigma around sobriety and alternative lifestyles.
Experimental and flexible consumption patterns.
Implications Across the Ecosystem
For Consumers: Greater autonomy and nuanced choices around alcohol.For Brands: Need to innovate and market authentically to capture selectivity and wellness priorities.For Retailers: Importance of stocking a diverse portfolio including RTD and non-alcoholic options.
Strategic Forecast
Continued growth in spirits and RTD formats among Gen Z.
More focus on low- and no-alcohol innovation.
Wellness and authenticity to drive branding strategies.
Moderate use expected to remain a stable consumption pattern.
Incremental market expansion as Gen Z ages.
Areas of Innovation
Expanded RTD cocktails with premium ingredients.
Low-ABV and no-alcohol beverages tailored for flavor and social occasions.
Digital engagement tools supporting education and experimentation.
Transparent marketing highlighting health and sustainability.
Experiential retail and social events encouraging mindful drinking.
Summary of Trends:
Core Consumer Trend:Selective Sipping—less frequent but more intentional and quality-focused drinking.
Core Social Trend:Sober Curious and Wellness Integration—wellness and moderation embedded in drinking culture.
Core Strategy:Authenticity and Innovation—meeting nuanced consumer behaviors with new formats and honest messaging.
Core Industry Trend:RTD and Low-/No-Alcohol Growth—product diversification to capture evolving preferences.
Core Consumer Motivation:Balance Between Enjoyment and Health—drinking that fits lifestyle values and social identity.
Final Thought: A Generation Redefining Drinking on Its Own Terms
Gen Z reflects a major cultural shift: drinking is no longer about excess or routine but about choice, experience, and wellbeing. The industry’s success will depend on embracing their nuanced approach and offering products and experiences that celebrate mindful, authentic enjoyment.
