Gen Z Isn’t Drinking Less After All

New research from IWSR finds that 74% of legal drinking-age Gen Z consumers have consumed alcohol in the past six months, up from 66% three years ago and nearly matching the 76% participation rate of the overall adult population. Rather than rejecting alcohol, Gen Z is embracing it differently by favoring premium beverages, cocktails and social occasions while drinking more intentionally and in moderation than previous generations.

The findings suggest beverage marketers should rethink the narrative that Gen Z is abandoning alcohol. Breweries, wineries, spirits brands, restaurants, bars and retailers have an opportunity to connect with this generation through premium offerings, authentic experiences and quality-focused messaging that aligns with evolving drinking habits rather than volume-based consumption.