The segment of our population called Generation Z (currently aged 13 – 28) has a very different approach to drinking alcohol than most any previous generation. Even the Millennials (who are now in their 30’s and 40’s) followed a more typical approach to their alcohol imbibing than these “Zoomers”.
There has been a lot of press suggesting that those Gen Z’ers of legal drinking age are mostly “sober-curious” and many are avoiding drinking at all out of health concerns. But, recent research proves that while they do drink a less of the traditional social drinks like beer and wine, they are still drinking out there, but in a very different manner and with different ideas about why.
In the past few months two studies on the alcohol drinking habits of Gen Z were published, and the opened more than a few eyes to what’s going on with our youngest drinkers. It’s probably not what you think, and primarily there drinking preferences are not driven by health concerns.
An industry research report from RaboBank published in April 2025 concluded some surprising reason’s why the Zoomer’s appear to be drinking less:
- They have less income than most US generations do at drinking age. They simply aren’t making as much money, and so aren’t spending it much on drinks. As they age, their income is predicted to catch up to a more typical level, but they are late starters.
- They spend much more of their social time at home and using the phone than going out to bars, restaurants and breweries together. The study suggests more drink alcohol at home and at friends houses, and occasionally will drink alone as opposed to going out.
- For the younger Gen Z’s, many of them are literally under surveillance – it’s routine now to have your location tracked by your parents, and by your friends. That makes it harder to just drop in to a bar on your way home, or even sneak out to a friends house for a quick one, when everyone knows exactly where you are.
- The perils of being watched extends to the ubiquitous cell phone cameras that everyone is using all the time. Many of our young people are not comfortable being seen and photographed drinking or acting impaired. You never know when an unexpected and unflattering photo might pop up on some website, which could be seem by parents, friends, co-workers or maybe your boss.
These are some of the personal behavioral trends the effect drinking today, but there are also some larger demographic forces at work. The Gen Z population is the first in which young women are drinking as much or more as young men. There are also more young women that are college graduates, and more working full time in businesses than any other generation. The RaboBank study points out that young women are now the largest group of consumers of alcohol under the age of 25. And since young women drink less in general than young men, that has a big influence on the overall popularity of alcohol consumption for Gen Z.
Finally, the overall racial demographics of the entire US Gen Z population has shifted away from being predominately while males, who are typically the heaviest drinking segment. The study used US census data to conclude that while the Boomers were 71% white, Gen X at 59%, Millennials at 54%, Gen Z clocks in at just about 50% white. The growing demographic segments like Latino and some mixed race families don’t have the same drinking culture and traditions in the US that the white families do. So, naturally, this can lower the overall amount of alcohol consumed by Gen Z.
Recently leading beverage industry analytics firm “IWSR” published paper on Gen Z drinking habits as well. They looked at their Bevtrac’s consumer research done in March 2025 and drew their own conclusions on why Gen Zer’s appear to be drinking less. They identified three main factors in their research:
- Less disposable income (like Rabo’s conclusion) including coming to drinking age is high inflation and overall economic uncertainty
- In general, due to these economic conditions all consumers are prioritizing essential items over alcohol
- Much less on-premise consumption in bars, restaurants and breweries, based on the legacy of COVID and lack of interest in socializing in groups
However, unlike the other recent analysis, IWSR noted that recently Gen Z consumption of alcohol is actually trending up. While this trend is global, in the US Gen Z’s consumption jumped from 46 percent reported in 2023 to 70 percent in March 2025. The boost in Zoomer drinking is attributed to younger consumers’ willingness to explore a wide range of drinks of type and flavor, and newfound interest in visiting bars, restaurants and breweries more frequently. They may be slow starters, but it turns out they are fast followers.
But, if not beer and wine, what are they drinking today?
According to the IWSR study the Zoomers are actively on the look for new drinking experiences, exploring what’s new, interesting, and brands they can identify with. Mass consumed beverages just aren’t that interesting or “authentic” enough an experience to attract them. Instead, they try drinking just about anything that seems interesting, with and sometimes without alcohol. It seems that they just keep on trying new ones, particularly if it fits their mobile lifestyle and image of themselves.
Here’s what the IWSR study says about what Gen Z’ers are drinking today:
- The RTD (ready to drink) premixed cocktails, and “hard” seltzer, and other flavored malt beverages are huge with this crowd. Some 34% of Gen Z (age 21+) say they favor hard seltzers when they buy alcohol . A recent survey found that 42.9% of Gen Z drinkers are choosing canned cocktails as drink of choice. These canned cocktails are easy to find, drink, effortless to make and have all kinds of flavors to explore.
- They generally prefer to drink spirits and mixed drinks over beer and wine. Go to any bar frequented by younger people today and you will see “High Noon” seltzers, Hard Iced Teas, and colorful, fruity mixed drinks on the bar. I asked one server recently if she sees anyone younger patrons drinking beer anymore and she said: “Well, some drink Mich Ultra and Corona but I feel they are thinking…well for a buck or two more I could have a cocktail (experience)”.
- And, of course, they are drinking N/A (non alcoholic) drinks as well – with over half of Gen Z drinkers report that they “often or sometimes” choose non-alcoholic beers, mocktails or low-ABV cocktails when they go out. According to the analytics, the Zoomers rank Heineken and Guinness’s N/A brands among the top “trendy” beer brands today.
- If they do drink wine, they are typically interested is new, lighter or fruity types, or even spritzers. Drinking orange wine? Yes they do. No hearty reds on the table for these young wine drinkers.
Overall the study concluded that while Gen Z drinkers are somewhat heath and cost conscious, their choices are mostly driven by “the flavor”, “value” and “the experience”. Beyond that, they prefer diversity, and if possible associating themselves with beverage brands that are aligned as ethically or socially progressive. They will drink for value (“only a buck or two more for a cocktail experience”) and really don’t like the taste of traditional drinks like beer (or at least “beer tasting beer”). In one poll, about 62% said that taste is the most important thing driving their alcohol purchases, versus less than a third concerned about price.
A look at one of the local based purveyors of premade cocktail mixers like “Dr. Mixers Elixir’s” website gives you a pretty good idea of what floats Gen Z’s boat: Big interesting flavors? Apple Pie, Pear Ginger, Peach Mango…Check. Healthy-ish? “Highest quality local organic ingredients”…Check. Experimental experience? “…There are no cocktail mixers on the market that will allow you to take your cocktails to the next level like ours can”…Check!
So, today’s drinking youth is looking for entertainment, yummy flavors, diversity and ethics when they drink. Conversely, many young Boomers and Gen Xers were attracted to drinking alcohol partially because it was edgy, something our parents did – and didn’t let us do. And yes, it had a harsh, challenging taste. Later, as many of us later migrated to craft beers, we felt that craft beer was kind of rogue, and counter culture statement. We wanted edgy, not ethics, when we wanted to partake.
New Belgium Brewing – the people who brought you Fat Tire in the early 1990’s (a long beloved beer flavored beer), in 2023 gave us the “Voodoo Ranger Fruit Force” a fruit punch 9.5% ABV IPA. It was hugely successful and potent, In 2025 they are taking it even further as here comes “Grape Fizz Ale”. Their press release says: “Grape Fizz Ale first hits you with a pop of juicy grape candy aroma that will transport you straight to those nostalgic purple sodas from back in the day. Golden limes…and golden sour ale provide a light tartness that’s balanced by sweet Concord grape juice for a crisp, crushable, effervescent finish and 5% ABV.” Sure sounds like it checks all the Zoomer boxes, right?
I guess the bottom line is that times change and tastes change, and there is nothing wrong with that – each generation will define itself by what it does with it’s time, energy and money. Brewers and beverage manufactures will analyze and adjust to chase the trends.
Just as I and most of my generation would not drink a Grape Fizz Ale, most Zoomers would not choose to drink a dank, hoppy IPA. That said, as long as a member of any generation can find what they want when they want to relax with a drink, the pursuit of happiness continues to be our right, beer appreciators or not.
