Gen Z is redefining the culture around alcohol. Gone are the days when teenagers were sneaking around and trying to get a taste of alcohol. The new generation is sober and for good reason!
According to combined findings from the National Institute on Drug Abuse and Gallup, alcohol consumption among young adults under 35 has significantly decreased, from 72% in 2001–2003 to just 62% in 2021–2023. This drop suggests a decisive move away from alcohol-heavy socialising and toward a more conscious, health-oriented lifestyle.
Gen Z wants purpose over parties
The International Wine and Spirits Record (IWSR) found that only 45% of Gen Z currently consume alcohol, and more notably, their alcohol-related spending has plunged by 87% compared to Gen X and millennials. These figures point to more than just changing tastes; they reflect a larger lifestyle reorientation.
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For many in Gen Z, alcohol simply doesn’t fit into their vision of wellness, productivity, or self-care. They're opting for alternatives like non-alcoholic spirits, adaptogenic beverages, or simply saying no altogether.
The risks of drinking even one glass of alcohol
Backing Gen Z’s conscious choices is a growing body of scientific research challenging the long-held idea of “moderate drinking.” Dr. Cyriac Abby Philips, a liver disease specialist, highlights new findings from the American Heart Association showing that even one drink a day can elevate the risk of both ischemic and hemorrhagic strokes.
Unlike older generations, who often embraced moderate drinking as harmless or even beneficial, Gen Z is tuning into science and recalibrating their habits accordingly. The risks are no longer seen as distant possibilities but real-time consequences that can impact their immediate well-being.
No booze on campus as well
Once a hallmark of college life, alcohol-fueled parties are losing their grip on campus culture. According to a University of Michigan study, the number of college-aged adults who abstain from drinking rose from 20% to 28% over the past two decades.
Dry Tripping is the new trend
One of the most striking trends among Gen Z is their embrace of “dry-tripping”—travel without alcohol. Instead of bar-hopping or beachside cocktails, they’re seeking yoga retreats, forest therapy, and wellness-focused getaways.
What began as a quiet decline in drinking is now a full-fledged movement among Gen Z—one rooted in mindfulness, wellness, and long-term thinking.
