Gen Z and Alcohol
For years, headlines have painted Gen Z as the “sober generation,” suggesting young people are turning their backs on alcohol altogether. The reality is more nuanced. Yes, we drink differently than previous generations — but we’re not rejecting alcohol. We’re rewriting the rules.
A recent Bevtrac survey from IWSR, now part of trend-forecasting powerhouse WGSN, highlights three key insights into how Gen Z is shaping the future of drinking. As someone from this generation, I’ve seen these shifts firsthand. Here’s what every brand needs to know.
Community-Driven Drinking
Unlike past generations where alcohol was often tied to “drinking to drink,” Gen Z prioritizes meaningful connection. The focus is less on the drink itself and more on the experience surrounding it.
👥 Picture this:
Curated at-home bars with friends.
Cocktail parties in vintage shops or hair salons.
Wine nights in board game cafés.
The “where” and “who” matter more than ever.
👉 Takeaway for brands: Products and experiences that foster connection — not just consumption — will resonate deeply with Gen Z. Think customizable cocktail kits, branded pop-up events, or collaborations with cultural hubs that attract young communities.
Total Flexibility: From Full-Strength to Zero-Proof
One of the biggest shifts in drinking habits is flexibility. Gone are the days of sticking with one drink style all night. Gen Z wants choice — full-strength cocktails, mid-strength beers, or zero-proof alternatives — all depending on the occasion and the mood.
This has fueled trends like:
Mini cocktails that allow sampling without overindulging.
Mixed packs offering different ABV levels in one box.
A growing market for mid-strength spirits and beers.
This “drink what you feel” approach redefines loyalty. Brands that give Gen Z options earn repeat business, because the same consumer might want a bold mezcal cocktail on Friday and a low-ABV spritz on Sunday.
👉 Takeaway for brands: Diversify your portfolio. Offering a range of ABV options under one brand umbrella builds trust and keeps Gen Z engaged.
Discovery Over Tradition
For older generations, drinking often carried traditions — family recipes, classic cocktails, and established rituals. Gen Z, however, thrives on discovery and remix culture.
We’re chasing:
Bold flavors and mashups.
Cross-cultural twists.
Nostalgic throwbacks with a modern spin.
🌶️ Think cocktails inspired by childhood cereal, drinks infused with flavors from Thai beef salad, or spicy candy-inspired shots that nod to Mexican dulces.
It’s not about rejecting classics. It’s about reinventing them.
👉 Takeaway for brands: Innovation is key. Surprise your audience with unexpected flavors, playful packaging, and experiences that spark conversation.
A Generation Redefining the Party
Despite the alarmist headlines, Gen Z isn’t walking away from alcohol. We’re interacting with it differently: through community, flexibility, and discovery.
Brands stuck in tradition risk getting left behind. Those that embrace innovation and cultural connection will be the ones invited to Gen Z’s party.
At Spirits Social Club, we help create artisanal brands that align with these exact trends — whether it’s crafting low-ABV cocktails, developing bold new spirits, or building experiences that resonate with younger drinkers.
👉 Ready to create your own drink that speaks to the next generation?
