Myth busted: Study shows 74% of Gen Z drinks

Gen Z has long been portrayed as turning away from alcohol, unlike their millennial predecessors. But the reality appears more nuanced: they’re not drinking much less—they’re simply starting later.

New research from IWSR, which tracks the beverage industry, has found that over 74% of Gen Zers have had a glass of booze in the past six months, just shy of the 76% rate for all adults.

Three years ago, just 66% of Gen Zers reported drinking.

Why the shift?
The data signals that the younger generation is late to the drinking game, after pandemic restrictions curtailed early college parties and happy hours.

Elevated living costs and a soft job market may have kept cash-strapped Gen Zers from buying drinks, but older Gen Z consumers are now better positioned to spend.

Rather than avoid drinking altogether, most young adults have developed a stronger preference for cocktails than older generations. They are also consuming beverages in group settings more than any other age bracket.

Health-conscious younger generations are also opting for non-alcoholic beers and drinks, with companies like Athletic Brewing, Liquid Death and Olipop growing in market share since 2024.

Beyond Gen Z, IWSR data shows millennials remain the heaviest consumers (81%), followed by Gen X (77%), while Baby Boomers are gradually reducing consumption, with participation slipping to 71%.