Pull up a chair, team. As Gen Z moves deeper into adulthood, the story around alcohol is shifting fast. Once hyped as “the generation that doesn’t drink,” new data shows participation is rebounding. Let’s unpack the narrative—hires you’ll want to know, smart lessons for beverage programs, and why WISK.ai is ready to help you adapt and thrive.
What We Thought: the ‘Gen Z Drinks Less’ Narrative (and Where It Came From)
For years, we’ve seen headlines claiming Gen Z is ditching alcohol. Surveys like those reported in Time pointed to a drop in lifetime drinking among under‑35s, from around 72% two decades ago to about 62% by 2021‑23. Experts chalked it up to evolving values, health and wellness culture, and social media shaping new norms.
The “sober curious” movement gained traction: Dry January, intermittent abstinence, mocktails over margaritas, mental‑health first messaging—all fueled the idea that Gen Z was fundamentally less interested in booze.
A Brief History: How We Got Here
Back in the early 2000s, young adults embraced heavier drinking—beer, shots, party culture. But around the year 2000 into the 2010s, surveys noted a decline in youth drinking. Health messaging, stricter laws, and shifting culture drove a slowdown.
The term “sober curious” emerged around 2019, signaling a purpose‑driven moderation movement. But that was only one part of a generational arc. As the 2020s marched on, what looked like sustained decline had a pause—driven by pandemic patterns and economic strain.
Now by mid‑2025, the pendulum swings back. Gen Z is returning to alcohol, but on their own terms—moderation over excess, experimentation over tradition, wellness-friendly formats over blunt indulgence.
What’s New: Gen Z Drinking Is Climbing (Hint: Income Is a Key Driver)
IWSR Bevtrac 2025: participation jumps to 73%
The latest IWSR Bevtrac survey — spanning 15 top markets — shows Gen Z participation (LDA+ legal‑drinking‑age consumers) rose from 66% in early 2023 to about 73% by March 2025. In the U.S. alone, it climbed from 46% to 70%; UK from 66% to 76%; Australia from 61% to 83%.
Industry execs like IWSR’s Richard Halstead argue this isn’t a permanent cultural shift—it’s more cyclical. As Gen Z enters the workforce and improves disposable income, their drinking habits revert to patterns similar to Millennials at the same age.
Beyond participation: broader repertoire and on‑premise return
Gen Z isn’t just drinking more, they’re drinking smarter. They try multiple categories: RTDs, spirits, cocktails. Engagement with the on‑trade (bars and restaurants) is increasing—almost 50% had their last drink out, versus ~33% for all adult drinkers. They’re experimenting, trading up toward premium beer and craft cocktails, and trending toward moderation patterns rather than total abstinence.
Why the Turnaround? Three Key Drivers
1. Rising earnings change lifestyles
A big chunk of Gen Z came of age during cost‑of‑living crunch. Leisure spending was suppressed. But now many are earning more. With incomes rising, alcohol becomes more affordable again—bars, events, cocktails included.
2. Health matters... but flexibility wins
While health consciousness remains strong, mental health, fitness, cancer risk awareness, younger consumers today blend moderate drinking with regular sober phases. Nearly half of Gen Zers plan to drink less in 2025 for mental health; 39% consider a dry lifestyle for the whole year, not just Dry January.
3. Social media and customization fuel new expectations
Gen Z still values social sharing, but in a visual, non‑boozy way. Bright mocktails, THC/CBD formats, bold flavors dominate TikTok and Instagram. Fast‑food chains like Starbucks, McDonald’s, Taco Bell are leaning into this—custom drinks, popping boba, eye‑catching slushies—all without alcohol but big on flair.
Lessons for Restaurants and Bars: What to Do Now
Update your beverage strategy
Assume Gen Z will drink but they want options. Offer low‑abv, non‑alcoholic beer, flavored seltzers, mocktails. Highlight seasonal specials, sparkling water pairings and upscale zero‑proof cocktails. Global trends show non‑alcoholic beer saw 9% expansion in 2024, projected to pull ahead of some traditional categories in 2025.
Lean into moderation, not elimination
Promote packages that mix alcoholic and non‑alcoholic choices. Create a “mindful menu” with interspersed mocktails, intervals of Dry July or sober promos, and branded experiences around conscious drinking — letting guests pace themselves while staying engaged.
Tell stories, include real voices and culture
Feature staff quotes, share social media moments (without sounding forced), integrate Gen Z guest insights: “Why try zero‑proof? I felt great after brunch” or “Saved over ₱300 last night.” Use infographics around wellness, cost, or mental clarity. Draw on the culture of sober curiosity without preaching.
Monitor data and segment your audience
Use tools like guest surveys and point‑of‑sale tracking to spot rising trends. Are more 23‑27‑year‑olds choosing craft beers over cocktails? Are mocktails outselling due to dry streaks? Use data to shape limited edition offerings, loyalty programs, or smart pricing.
WISK.ai: Your Smart Partner for Navigating the Shift
So what's all this mean for your business tools?
Enter WISK.ai. Think of it like a backstage crew that helps you track beverage consumption in real time, forecast trends, and manage inventory smartly—right when you need flexibility most.
- Track category trends: Spot whether Gen Z guests are ordering more NA beers, spritzes, or flavored sodas. WISK.ai analyzes what’s moving fastest.
- Optimize stock: Avoid overstocking dead inventory while supporting fast-moving new options—reduce waste, free up cash.
- Menu agility: Use insights to spotlight limited-time Gen Z-friendly drinks—think zero-proof cocktails, seasonal RTDs, or sparkling flavored mixers.
- Pricing & promotions: Plan pricing tiers—low‑abv flights, mocktail specials, off‑peak happy hours—to boost margins without guessing.
By syncing WISK.ai's analytics with guest data and daily operations, you stay ahead when Gen Z trends shift again. Think fewer surprises, smoother menus, sharper profitability.
Final Word
Gen Z drinking habits are more complex—and more promising—than the headline “drinking less.” Smart operators who understand their guests’ mix of moderation, experimentation, and visual culture can win big. Track trends, update your offering, iterate, and lean into insightful tools like WISK.ai to stay profitable in 2025 and beyond.
Ready to tailor your drink program for evolving Gen Z preferences? Let’s set up a WISK.ai demo and show how predictive data, smart ordering, and trend tracking help you tap the right drinks—and reduce waste one scrub-free pour at a time.
