Gen Z alcohol consumption rises, narrowing gap with older generations

Recent data from IWSR’s Bevtrac survey challenges the widespread belief that Gen Z is turning away from alcohol. The survey, which covers fifteen major markets, shows a significant rebound in alcohol consumption among Gen Z adults of legal drinking age (LDA+) over the past two years. In March 2023, only 66% of Gen Z LDA+ adults reported drinking alcohol in the previous six months. By March 2025, that figure had climbed to 73%. This increase is even more pronounced in key countries: in the United States, participation jumped from 46% to 70%; in the UK, from 66% to 76%; and in Australia, from 61% to 83%.

While Gen Z’s overall participation rate remains slightly below the all-adult average of 78%, the gap has narrowed. The survey also found that drinking behaviors among Gen Z adults who do consume alcohol are now similar to those of older generations. This finding contradicts the narrative that Gen Z is leading a movement toward moderation or abstinence.

The Bevtrac survey reveals that Gen Z drinkers are not only participating more but are also exploring a wider variety of alcoholic beverages. On average, Gen Z LDA+ drinkers reported consuming over five different categories of beverage alcohol in the past six months, compared to just over four categories for Baby Boomers. Spirits are especially popular with this group, and nearly half of Gen Z LDA+ drinkers said their last drink was consumed at a bar, restaurant, or club—higher than the proportion for all adult drinkers.

Moderation remains a trend across all age groups, but Gen Z is not leading this shift as previously thought. When asked if they are “actively choosing to drink more,” Gen Z LDA+ drinkers were more likely to agree than any other generation. However, when they do moderate their drinking, they tend to do so through intermittent abstinence—nearly 60% reported taking breaks from drinking, compared to just over 40% of all adult drinkers.

Richard Halstead, COO of Consumer Insights at IWSR, points out that economic factors have played a role in shaping these trends. He notes that beverage alcohol consumption often correlates with disposable income. Many members of Gen Z entered adulthood during a period marked by rising living costs and higher prices at bars and restaurants—venues that particularly appeal to this demographic. As more Gen Z adults join the workforce and see their incomes rise, Halstead expects their alcohol consumption patterns will continue to align with those seen in previous generations.

The findings suggest that recent declines in alcohol consumption among young adults may be cyclical rather than permanent or generational. The data indicates that moderation is growing across all age groups but is not being driven by Gen Z alone. For the beverage alcohol industry, this means that while moderation will remain important, fears of a dramatic long-term decline in consumption due to changing generational attitudes may be overstated.

The IWSR Bevtrac survey was conducted across fifteen global markets and released on June 26, 2025. It provides new insight into how young adults are engaging with beverage alcohol today and offers reassurance to industry stakeholders concerned about shifting consumer habits among younger generations.