Gen Z’s Sober‑Curious Shift Cuts Alcohol Consumption

A growing “sober‑curious” movement among Generation Z is driving a measurable decline in alcohol use. A 2026 Attest survey found 24 % of Italians aged 21‑27 reported not drinking at all and 20 % said they often choose non‑alcoholic drinks, while 61 % intend to sharply reduce consumption. The trend is linked to concerns over hangovers (“hangxiety”), health, and productivity.

In the United States, a Gallup poll for 2025 showed the share of adults who drink alcohol fell to 54 %, the lowest level in nine decades. The alcoholic beverage sector is responding by emphasizing premium, low‑alcohol or at‑home cocktail options. Bartesian CEO Ryan Close noted that young consumers now prefer quality over quantity, fueling demand for automated home‑cocktail machines that use real ingredients. Italian mock‑cocktail brand Polara has also reported a surge in sales of colorful, alcohol‑free drinks.

The combined data suggest a lasting cultural shift toward moderation and alternative beverages among young adults worldwide.