Alcohol isn’t going anywhere.
The latest: According to IWSR, 70% of US Gen Z adults drank alcohol in the past six months, up from 46% in 2023. Major markets, including the UK, Australia, and India, are seeing similar upticks.
Soberish. As wellness spending climbs, Gen Z is more likely than older cohorts to visit bars, try new drinks, and treat alcohol as part of a balanced lifestyle, not a vice to eliminate.
Top shelf. US alcohol spending is falling amid inflation. But while total volume declines, younger and higher-income consumers are driving demand for premium spirits and RTD cocktails. In search of social connection, Gen Z is leading the return to on-premises drinking.
Chaser. Despite 20% growth in 2023, nonalcoholic drinks represent just ~0.5% of the US market. With hype outpacing habit, NA brands face headwinds, making it harder to scale beyond niche appeal.
Takeaway: Less about abstinence and more about balance, drinking is finding its place in Gen Z’s wellness lifestyle.
