Gen Z Alcohol Consumption Shows Mixed Trends as Drinking Rates Stabilize

Recent market data indicate a shift in drinking habits among legal‑age Gen Z adults. A 2026 survey found that 24% of Gen Zers reported not drinking at all, up from 17% a year earlier, and 65% planned to reduce their alcohol intake. Home consumption has risen sharply while bar and club drinking fell, prompting a surge in non‑alcoholic beer, wine and spirits. Brands such as Athletic Brewing, Ritual Zero Proof and Seedlip have seen strong growth, and Millennials remain the largest purchasers of these products.

Conversely, the IWSR Bevtrac survey across 15 key markets shows Gen Z’s overall drinking rate has stabilized at 74%, an 8‑point increase from three years prior and comparable to the global average of 76%. Gen Z now drinks cocktails more than any other generation (84%) and is the most likely to follow government health guidance on alcohol. Overall alcohol participation across all ages held steady at 76% in 2026, while the average number of drinks per occasion fell to 3.9. The survey also highlighted a continued decline in drinking among Baby Boomers, who now have the lowest participation rate at 71%.