Gen Z Drinking Less: The Next Generation is Redefining Social Norms
Alcohol seems as if it has always been a staple of both culture and an active social life, particularly among young people. But when it comes to Gen Z, alcohol is having its cigarette moment. Now, young consumers are rewriting the script on how they consume alcohol and even what they view as fun.
Blacking out in your friend’s basement is no longer a rite of passage. From our survey data drawn from our Youthtellers (ages 15-27), it’s clear that Gen Z is drinking less. And even if they’re not, the approach is more mindful. With 24% of our Youthtellers reporting that they participated in Dry January this year and 76% expressing interest in sober events, it is clear that brands need to be aware of this shifting landscape and focus more on wellness.
Gen Z’s Relationship With Alcohol
Unlike previous generations, Gen Z doesn’t view alcohol as an essential item for socializing, going out, or having fun. It’s not that they want prohibition to return or that they’d rather sit in bed alone at night; it’s that the definition of fun has changed. And while alcohol-induced chaos can be fun for the night, the ear-splitting headache the next morning is seldom worth it. Beyond the focus on health and wellness culture, Gen Z is also prioritizing cost-saving measures. And the $20 cocktail just doesn’t seem worth it anymore.
Gen Z Drinking Less: A Generation Focused on Well-Being
According to our 2025 survey, the top benefits Gen Z associates with drinking less include:
Saving money
Improving physical health
Enhancing mental well-being
With the cost of living perpetually increasing and the rise of economic uncertainty, many young people report seeing alcohol as an unnecessary expense. The average night out now is hardly less than $100, and with financial independence being a top priority among young adults, ditching fun fueled by alcohol and credit cards seems like the logical first step.
Beyond finances, Gen Z has proven themselves to be a generation deeply invested in wellness practices. From their well-documented love of matcha to the growing craze of sea moss and sauna sessions, this is a generation prioritizing themselves. Gen Z drinking less is part of that.
Growing up with studies highlighting how alcohol can impact their bodies and minds, the risks of excessive drinking feel like a large concern. Already struggling with anxiety, Gen Z has noticed the impact alcohol has had on their parents and older siblings. With social media already raising this generation’s anxiety, disrupting their sleep, and potentially leading to long-term health issues, why would they do something else that might also impact them the same way?
Sober Curiosity and the Rise of Mindful Drinking
The phrase "sober curious" has gained traction in recent years, and Gen Z is largely leading the movement. Unlike past generations, who often viewed sobriety as an all-or-nothing choice, Gen Z sees drinking less as something that can be flexible and non-restrictive.
Now, ‘going out’ might not mean finding a bar, but getting dinner and catching up with friends. Gen Z drinking less proves you don’t need to have a buzz to have fun with friends.
This has led to the rise of "mindful drinking"—a concept that encourages people to be intentional about when and how they consume alcohol. Gen Z isn't necessarily abstaining from drinking altogether, but they're making more deliberate choices about when alcohol fits into their lifestyle.
The Shift Towards Sober Events
With 76% of Gen Z expressing interest in sober events, it's evident that socializing no longer needs to revolve around alcohol. This generation is instead looking for alternative ways to connect.
The Popularity of Alcohol-Free Spaces
In the past few years, there has been a rise in alcohol-free bars, mocktail mixers, kava lounges, and even wellness-focused social events designed for those who want to have fun without drinking. Each of these spaces provides the same community and excitement as traditional nightlife might, but without the pressure to drink.
Festivals and Concerts Embracing Sobriety
Music festivals and concerts have also adapted to this shift in consumer habits, offering alcohol-free zones, mocktail options, and experiences that are just as fun but without the alcohol.
How Brands Can Adapt to This Trend
When it comes to brands trying to find room in a space where Gen Z is ditching what historically was viewed as normal, it’s clear that alcohol and nightlife-centric advertising is no longer going to motivate them. Instead, brands should focus on:
Promoting Alcohol-Free Alternatives The rise of non-alcoholic beverages is on the rise. From mocktails to zero-proof options such as Heineken Zero, brands that embrace sober options are booming. Take a look at smaller brands such as Seedlip or the niche water company Liquid Death—brands that have a small kick of that nightlife spirit but are sober instead are truly where Gen Z is spending their money.
Emphasizing Experience Over Alcohol Gen Z wants an experience. Rather than making alcohol appear as the main event, now is the time for brands to create immersive and interesting pop-ups where drinking is optional. Think escape rooms, themed parties, and nights centered around crafting or fitness-motivated get-togethers. Gen Z drinking less proves that now is the time to offer alternatives that don’t rely on alcohol for a good time.
Leveraging Your Marketing It’s no secret that Gen Z trusts peer-to-peer or influencer marketing over traditional advertising. They trust people, not paper. They want to know that other people are using a product and enjoying it. So if you’re looking to tap into the sober-curious market, don’t just highlight the items you have. Invest in word of mouth.
Final Thoughts: The Future of Drinking Culture
Remember, Gen Z is drinking less, but that doesn’t mean they are anti-alcohol. Like so many things with this generation, they’re redefining it and figuring out the role of booze in their lives. By prioritizing savings, their health, and overall mental well-being, they are young consumers who are attuned to their consumption habits.
Instead of thinking of this as changing the game completely, this shift in consumer behavior represents an opportunity for brands to rethink how they engage with this generation. So offer new products, experiences, and new ways to socialize that don’t involve alcohol.
The future of socializing isn’t about eliminating alcohol—it’s about creating spaces where everyone feels welcome, whether they choose to drink or not.