Gen Z is not ghosting alcohol – they are simply leaving it on read.
While previous generations romanticized blurry nights, overflowing cocktail glasses, and chaotic hangovers, Gen Z is out here flipping the rulebook. All with a side of matcha, protein shakes, and smoothies.
From wellness culture and sober curiosity to rising trends in mental health awareness, it has been clearly established that Gen Z drinks less, and for very strong reasons. Let’s take a look at why exactly does Gen Z drink less and what is causing a decline in drinking in this generation.
According to data published by global statistics and business intelligence platform Statista, about 10,000 respondents in the United States (US) between the ages of 18 to 64 years (June 2022 to June 2023) shared their responses on regular consumption of beer, wine, spirits, and hard seltzer. As per that data, Gen Z seems to have less of an affinity towards alcohol.
Only between 16 to 20 per cent of Gen Z respondents stated that they consume either of the four types of alcohol. For the other three older generations, this percentage range was slightly higher. About 18 to 31 per cent millennials, 10 to 27 per cent Gen X, and 4 to 24 per cent Baby Boomers stated that they consume either of the four types of alcohol.
Data shows that while consumption of beer, wine, and spirits has had an overall dip compared to other generations, many more Gen Z respondents are moving towards hard seltzers, thanks to hard seltzers becoming quite trendy lately.
While this is just one study conducted in the US, global studies in different parts of the world, with a varying number of respondents across socio-economic demographics, have clearly pointed out that Gen Z drinks less than their counterparts in previous generations.
Gen Z drinking less than other generations is not a unidimensional observation, it has several factors in play. International Wine & Spirit Research (IWSR) data from 2022 shows no/low-alcohol consumption will increase by a third by 2026.
Many global studies have pointed out the following reasons on why Gen Z is drinking less.
For Gen Z, wellness isn’t a trend, it is a necessity. Alcohol, once marketed as ‘uber cool’ is losing its shine in the eyes of Gen Z as the generation becomes increasingly aware of its ill effects. Hangovers, bloating, poor sleep, poor liver function – Gen Z simply does not want to deal with such health issues that are completely avoidable. Instead, Gen Z is more focused on improving their sleep patterns, gut health, and mental health through exercise, clean eating, and mindfulness.
While some Gen Zers have completely given up on alcohol, others are intentionally choosing when and how much alcohol to have. Called the ‘sober curious’ movement, it is not about abstinence but also conscious consumption. This means skipping drinks whenever possible, choosing mocktails at a party, or simply saying no to shots sometimes. Sober curiosity is not just a fleeting trend, it is here to shape itself into a choice of empowerment.
There was a time when partying translated to booze-filled game nights. Now, partying as a social activity is going through a rebrand. It is no more just about consuming alcohol but more about choosing meaningful interactions and unique experiences. Sober game nights, beach walks, coffee raves, cafe hopping, workout classes, heritage walks, and creative workshops are replacing alcohol-heavy hangouts.
Even at traditional parties, alcohol isn’t at the center stage – people are showing up more for the music, the food, the company, and the vibe. With the definition of fun shifting from getting unsobered to cherishing connection and creativity, one can see a decline in drinking. Getting unsobered is becoming an option more than an obligation.
Mocktails, zero-proof cocktails, and health-conscious drinks are slowly entering their ‘main character era’ among Gen Z consumers. The non-alcoholic beverage industry is booming rapidly, with non-alcoholic beverages by global brands like Bacardi and Heineken already being quite popular. Zero-proof and non-alcoholic drinks offer similar taste, flavor, and experience without the effects of alcohol. For Gen Z, this is just right – as it is more about the experience and less about the intoxication.
Let’s be real, alcohol is expensive! The global economy is currently in crisis, with cost of living increasing sharply in most countries. From college tuition fees and grocery costs to housing rent and healthcare costs, everything is becoming costlier than ever before. In such a scenario, Gen Z is choosing to make a more budget-conscious choice by letting go off alcohol. Additionally, most jobs are simply not paying Gen Z enough to manage costs of living in the first place. When every earned rupee counts, alcohol becomes a luxury that you cannot aimlessly splurge on.
So does Gen Z drink less?
Yes, it does!
However, Gen Z hasn’t given up on drinking altogether – they are simply making conscious choices and prioritizing their wellbeing. With mental health and wellness dominating conversations in this era, social lives, especially those of the Gen Z, are evolving beyond booze-centric plans. Consuming alcohol is no longer the textbook definition of having fun. Gen Z drinks less, but it does so with intention and self-awareness.
.jpg&w=3840&q=100)