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Gen Z’s evolving relationship with alcohol
Generation Z (roughly those born 1997–2012) is reshaping the beverage-alcohol landscape. Numerous studies show that Gen Z (now of legal drinking age in many markets) consistently drinks far less than older cohorts. For example, one analysis finds Gen Z consumes about 20% less alcohol per capita than Millennials or Boomers. In the U.S., surveys report that around half of Gen Zers (age 21+) have never had an alcoholic drink. Among those who do drink, most consume only occasionally or moderately. In short, Gen Z overall is drinking less frequently and less heavily – a dramatic generational shift from previous norms.
Several converging factors explain this trend (detailed below), but the impact on marketers is clear: Gen Z has different priorities and tastes, and many of them actively opt out or moderate alcohol use. At the same time, those who do drink tend to seek out new flavors, convenient formats, and values-driven brands. Understanding what Gen Z drinks (and why) is critical for any alcohol brand planning to capture this growing segment.
Why Gen Z drinks less
Gen Z’s lower alcohol consumption reflects broad cultural and personal shifts. Key drivers include health and wellness priorities, social and economic influences, and changing lifestyle norms. Marketers should note the following factors behind Gen Z’s sobriety or moderation.
Health & Wellness Focus
Gen Z places unprecedented emphasis on physical and mental health. Many view alcohol as a potential health risk – studies show Gen Z is much more aware of alcohol’s negative effects than older generations. In one U.S. survey, over a third of non-drinking Gen Zers cited concerns about alcohol’s impact on their mental health, and 46% said they’re simply “not interested” in drinking. Another report notes Gen Zers are “growing more health conscious and focused,” which drives interest in non-alcoholic alternatives. In short, wellness trends (clean eating, fitness, mindfulness) often put alcohol low on Gen Z’s priority list.
Changing Social Norms
Cultural attitudes toward drinking have evolved. For Gen Z, drinking is no longer a rite of passage or a badge of maturity. Many young people today see alcohol as just one of many ways to socialize or relax, not the default choice. Surveys indicate Gen Zers are less influenced by “party hard” messaging; instead, they’ve grown up with mixed messages about moderation and mindful drinking. Some analysts also link reduced drinking to increased screen time and digital socializing: with more time spent online and less in-person nightlife (exacerbated by the pandemic and loneliness trends), there are simply fewer occasions for heavy drinking.
Economic and Practical Concerns
Gen Z came of age during economic uncertainty, and price sensitivity is real. Many explicitly avoid alcohol to save money or avoid hangovers. For example, one consumer study found Gen Zers are significantly more likely than average to report they avoid drinking to save money, avoid hangovers, or avoid getting drunk. In the same vein, 20% of surveyed Gen Z non-drinkers cited fear of addiction as a reason to abstain. Combined, health worries and budget-consciousness make moderate or no drinking a sensible choice for many in this cohort.
Substance Substitution
In some markets, increased legal access to cannabis and other substances has shifted youth preferences. While data are mixed, experts note that marijuana use has risen among young adults, and some of Gen Z’s socializing involves “reefer sessions” instead of beer runs. Even where cannabis isn’t the replacement, the broader effect is that Gen Z is exploring a wider array of leisure activities (from fitness to gaming) that don’t always involve alcohol.
Values and Ethics
Many Gen Zers choose not to drink for personal or ethical reasons. Some have family histories of addiction and are simply cautious. Others see abstaining as part of a responsible lifestyle. The growth of “sober-curious” trends (e.g. Dry January, sober bars, alcohol-free spirits) has given permission for young people to skip booze without stigma. In an era of social media and transparency, being sober or drinking less can even be seen as aspirational or Instagram-worthy.
Taken together, these factors mean Gen Z is far more likely to abstain or drink in moderation than older groups. This is not a temporary blip – long-term surveys find the decline began in the early 2000s and continues. For alcohol brands, the bottom line is that pitching heavy drinking is a losing strategy; instead, success requires adapting to Gen Z’s cautious, health-oriented mindset.
What Gen Z does drink: category preferences
Although Gen Z drinks less overall, they still spend on alcohol – notably in selective categories that match their tastes and values. Research consistently shows that spirit-based and convenient formats are most popular, while traditional categories (especially wine) rank lower for many in this cohort. Key insights on Gen Z’s favored beverages include:
- Spirits and cocktails lead: Surveys find spirits are the most commonly consumed alcohol among Gen Z drinkers. In one U.S. study, over half of Gen Z respondents listed spirits (vodka, rum, gin, etc.) as a beverage they drink most often. White spirits – especially tequila and flavored vodkas – are a top choice, aligning with global trends in tequila and vodka mixology. Cocktail-style drinks (and the ingredients to make them) appeal to Gen Z’s taste for flavor variety and home entertaining.
- Ready-to-Drink (RTD) convenience: Gen Z loves portable, pre-mixed drinks. NielsenIQ reports that ready-to-drink (RTD) cocktails, spiked seltzers, and flavored malt beverages (FMBs) are major growth areas for younger adults. In fact, 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 or RTDs, reflecting how “cocktails in a can” fit their on-the-go lifestyle. Brands like White Claw, Truly, and other seltzers exploded partly because they hit this demand for fruity, easy-to-drink beverages that don’t require mixology skills.
- Beer and wine (a mixed picture): Traditional beer still has an audience – in one poll, roughly half of Gen Z drinkers said they consume beer – but beer is not growing among Gen Z. Global data suggest younger drinkers are underrepresented in beer and wine, with many favoring spirits and newer formats. When Gen Z does drink wine, they tend to prefer lighter, sweeter styles: analysts note rising interest in white, sparkling, and even orange wines, as well as creative options like wine spritzers. Craft beer and artisanal wine can appeal to Gen Z’s love of discovery, but only if marketed with engaging stories and flavors that break from tradition.
- Non-alcoholic and low-ABV options: A defining trait of Gen Z drinking is openness to alcohol-free or low-alcohol alternatives. Over half of Gen Z drinkers report that they “often or sometimes” choose non-alcoholic beers, mocktails or low-ABV cocktails when socializing. Another 22% say they are curious to try these alternatives. This shift is fueled by the same wellness ethos noted above. Data also show Gen Z is among the most willing to try NA beverages – for example, Heineken 0.0 and other alcohol-free beers have been widely embraced by young adults. (Indeed, Gen Z ranks Heineken and Guinness 0.0 among the top “trendy” beer brands.) Ready-to-serve mocktail mixers, adaptogen-infused spritzers, and sparkling non-alcoholic wines are all rapidly growing subcategories as Gen Z redefines “going out for drinks” without alcohol.
In summary, taste and convenience drive Gen Z’s drink choices. They lean toward new, flavor-forward products (RTDs, flavored spirits, seltzers) that fit social occasions without the drawbacks of traditional heavy alcohol. Brewers, distillers, and winemakers should note these category trends: RTDs/spirits portfolio, variety packs, innovative flavors, and low-ABV lines are critical to capturing Gen Z’s interest.
Values, behaviors, and media habits
Beyond product preferences, Gen Z is defined by a distinct set of values and habits that affect how they discover and consume alcohol. Understanding these cultural traits is key for marketing.
Health, authenticity, and sustainability
As discussed, health is a core value. Gen Zers expect brands to be transparent about ingredients and effects: nearly half of Gen Z drinkers want detailed nutritional and ingredient information on their beverages. They also hold brands to high standards of integrity. Major studies note that Gen Z is “value-driven,” seeking products with purpose. For example, 34% say they’re more likely to buy from brands that support LGBTQ+ rights (46% if supporting racial inclusivity). In practice, this means Gen Z prefers socially conscious, diverse branding and is quick to spot greenwashing or half-measures. Brands that invest sincerely in sustainability (recyclable packaging, lower carbon footprint) or social causes can earn Gen Z loyalty.
Taste and individuality
Surveys show Gen Z ranks flavor and uniqueness above all when choosing a drink. In one poll, about 62% said taste is the primary factor in their alcohol purchase, versus just 32% citing price. They describe themselves as “taste explorers,” willing to pay for novelty. This dovetails with a desire for products that match their personal identity – not generic ads. Gen Z responds to authentic stories and niche subcultures (for example, craft cocktail communities, foodies, ethnic flavors). They are less swayed by mass advertising; only 10% of Gen Z say social media directly influences their drink choices. Instead, peer recommendation (friends/family) is more powerful. In marketing terms, Gen Z wants co-creation and curation: DIY cocktail recipes, limited-edition flavors, and brands that invite them to participate (through user-generated content, community events, etc.).
Digital-native media consumption
Gen Z grew up online, and their media habits reflect that. A recent survey found 81% of U.S. Gen Zers spend at least one hour per day on social media (over half use 3+ hours). They favor short-form, interactive content – 67% prefer comedy/memes on platforms like TikTok. They are also heavy streaming subscribers (73% spend 1+ hour on services like Netflix). This means alcohol brands need a strong digital and social presence to reach Gen Z: think viral videos, influencer partnerships, and user-generated campaigns. However, as Nielsen data suggests, Gen Z is savvy: they may see social content, but they typically still buy alcohol the traditional way (e.g. 83% purchase at grocery or liquor stores). In other words, social media can build awareness and culture, but the actual sales often happen offline or through e-commerce.
Socializing patterns
Gen Z still values social gatherings, but the venues have shifted. Notably, most Gen Z drinkers say they consume alcohol at home or at friends’ homes, not bars or clubs. Having grown up in economic and pandemic constraints, they often prefer intimate, affordable settings. Brands should therefore target at-home occasions – e.g. party packs, cookbook tie-ins, Instagrammable drink-at-home content. On-premise still matters (for the visible “scene” factor and social media posts), but campaigns can focus on how Gen Z integrates your product into home gatherings, picnics, stream parties, etc.
In sum, Gen Z drinkers are health-conscious, digitally connected, and value-driven. They avoid heavy advertising pitches and look instead for products that enhance their lifestyle (flavor, convenience, ethics) and brands that speak their language on social media and in real life.
Marketing strategies to engage Gen Z
To win Gen Z as consumers, alcohol brands must adapt every element of marketing: product, message, and channel. Here are strategic insights and tactics, based on current data and case examples.
Product positioning and innovation
Reflect Gen Z’s preferences. This means expanding ready-to-drink and flavored offerings – think canned cocktails, flavored malt beverages, spiked seltzers with novel twists – and premiumizing even low-ABV options. Limited-edition flavors and collaborative releases (with artists or micro-influencers) can create buzz. Highlight any healthful or “better-for-you” qualities: natural ingredients, organic fermentation, or functional add-ons (like vitamins or adaptogens). And above all, ensure variety: a one-size-fits-all product will be ignored. For example, major beer brands have launched alcohol-free variants (Heineken 0.0, Bud Light Next) and found they rank high in Gen Z’s “cool” brand lists. Similarly, spirit houses are releasing lower-proof “session” products to cater to mindful drinkers. The takeaway: Innovate around moderation. Highlight your brand’s healthier or non-alcoholic portfolio and frame these products as desirable, modern lifestyle choices.
Messaging and tone
Speak Gen Z’s language. Tone down any “party hard” or macho imagery – that’s passé. Instead, lean into authenticity, creativity, and inclusivity. Use messaging that normalizes responsible sipping and celebrates social connection. For instance, campaigns like Heineken 0.0’s “Now You Can” show young people enjoying social outings without alcohol. Tell stories about craftsmanship, origin, or community involvement, rather than just “drink this to get buzzed.” Emphasize social/active lifestyles: show people playing games or dancing sober with your drink in hand. Also embed your brand values clearly – Gen Z rewards purpose. If your brand supports a cause (e.g. sustainability, equality), make it a genuine part of your narrative. Nielsen advises that brands with clear mission and integrity win Gen Z’s attention. Finally, be transparent: display nutrition facts and ingredients (almost half of Gen Z demands this). Transparency builds trust with a generation that grew up fact-checking everything online.
Channels and content strategy
Go where Gen Z is: digital-first. Invest heavily in social media channels, especially TikTok, Instagram Reels, YouTube, Snapchat. Create short, shareable video content – for example, cocktail recipes in 15-second clips, humorous “day in the life” of a mindful drinker, or TikTok challenges related to your product (while following advertising guidelines). Use influencers not as salespeople, but as lifestyle ambassadors. Partner with micro-influencers (10K–100K followers) who have authentic niches (e.g. mixologists, wellness coaches, foodie creators). These influencers can spark trends (as even Nielsen notes, products “go viral” when influencers rave about them). However, don’t rely solely on paid promo – encourage organic user-generated content by creating branded hashtags, filter effects, or remix-friendly music.
At the same time, maintain presence in traditional channels: Gen Z still shops grocery stores and local markets. Use bold, eye-catching packaging in-store. Consider augmented reality or QR codes on bottles that unlock digital experiences or fun facts when scanned (this bridges physical product with tech). Sampling events or brand pop-ups at music festivals, esports events, or college campuses (legal-age only!) can generate word-of-mouth. Even loyalty programs or subscription boxes geared to Gen Z tastes (e.g. monthly cocktail kits) can help build a community around the brand.
Influencer and community engagement
Align with Gen Z influencers who exemplify your brand’s vibe. For example, a premium craft whisky might partner with a respected bartender, whereas a seltzer might tap a wellness or LGBTQ+ creator. Importantly, influencers should promote experience rather than intoxication – e.g. an Instagrammer sharing how your sparkling water keeps them refreshed between workouts. Encourage peer advocacy: Gen Z trusts friends and peers more than ads. Consider ambassador programs where fans can become brand reps in their local scenes. Also leverage collaborations: co-create limited-release products with popular Gen Z-focused brands (e.g. streetwear labels, gaming platforms) to reach crossover audiences.
Leverage data and iterate
Use real-time social listening and analytics to gauge Gen Z’s response. Gen Z conversations (even memes) often surface new trends overnight. The Trader Joe’s example is instructive: that grocery chain over-indexed with Gen Z shoppers despite zero paid marketing, simply because its products “went viral” online. Track hashtags and reviews; be ready to pivot flavor line-ups or campaigns that resonate. Test messaging for tone (humor vs sincere) and adjust based on engagement metrics. In all cases, avoid self-righteous preaching – Gen Z is sensitive to authenticity. Show the fun, flavorful side of your brand while backing it up with genuine values.
Actionable Insights for Brand Managers
- Prioritize better-for-you offerings. Expand low- or no-alcohol lines, and market them as cool alternatives. Highlight taste and social benefits (e.g. “Still get the party, lose the hangover”). Promote success stories like Heineken 0.0 and Guinness 0.0, which Gen Z has embraced.
- Get creative with RTDs and flavors. Launch limited-edition canned cocktails or hard seltzers in novel flavors (spicy ginger, exotic fruits, tea infusions, etc.). Package them as grab-and-go lifestyle products. Use vibrant labels and names that appeal to Gen Z’s sense of fun and novelty.
- Emphasize purpose and transparency. Make sustainability, inclusion, or wellness part of your brand story. Back it up with data (e.g. “100% recycled bottles”) and avoid platitudes. Publish ingredient lists and calorie info prominently.
- Use digital-first marketing. Create snackable video content for TikTok/Instagram that entertains or informs. Partner with relatable micro-influencers to seed trends. Encourage user-generated content (e.g. cocktail recipes, mixer hacks) and feature it on your channels. Engage in relevant online communities (like wellness or foodie forums), but be genuine.
- Leverage experiential and in-store activations. Since 83% of Gen Z still buys at physical stores, ensure your product stands out at shelf. Design eye-catching displays or cool merch giveaways in liquor stores and supermarkets. Host pop-up tasting events or “mocktail nights” in trendy local spots (or collaborate with virtual event platforms) to create memorable experiences.
- Speak their language. Use humor, creativity, and an inclusive voice. Avoid clichés and heavy-handed liquor ads. Instead, craft messaging around togetherness, flavor, and values – for example, showing friends enjoying a drink while hiking or chilling at a game night. Highlight stories of real people (e.g. a young entrepreneur enjoying your brand after work), which Gen Z finds more trustworthy than celebrity endorsements.
In every tactic, remember: Gen Z is the most socially conscious generation yet. They’ll tune into brands that respect them as smart consumers and relegate others to background noise. The data are clear: “Brands with a clear mission and strong integrity will be on track to capturing Gen Z’s attention”. By aligning products and messaging with Gen Z’s health priorities, flavor curiosity, and digital habits, alcohol marketers can transform this challenge into an opportunity – building brand loyalty among the next wave of adults.
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