Gen Z adults show rising interest in alcohol with focus on community, flexibility and discovery

Recent research shows that Gen Z adults are becoming more engaged with alcoholic beverages, but their approach is different from previous generations. According to the latest Bevtrac survey by IWSR, the participation rate of Gen Z adults of legal drinking age rose from 66% in March 2023 to 73% in March 2025. While this is still below the overall adult participation rate of 78%, the gap is closing.

WGSN, a global authority on consumer trend forecasting, has been tracking these shifts closely. The company, which acquired IWSR in May 2025, has identified three main themes that define how Gen Z interacts with alcohol: community, flexibility and discovery.

Jennifer Creevy, director of Food & Drink at WGSN, explains that Gen Z is not rejecting alcohol outright. Instead, they are looking for new ways to enjoy it. Community plays a central role in their drinking habits. Rather than sticking to traditional bars and restaurants, Gen Z consumers are creating new social occasions. These include curated at-home bars, parties in unconventional venues like vintage stores or salons, and gatherings centered around shared interests such as language learning or board games.

Creevy notes that brands need to focus on creating community-driven experiences to connect with this generation. The places and ways Gen Z chooses to drink are often shaped by the people they want to be with and the activities they want to share.

Flexibility is another key factor for Gen Z drinkers. They want options that allow them to control their experience. This could mean choosing a full-strength cocktail one day, a low-alcohol beer the next, or even switching between alcoholic and non-alcoholic drinks during a single outing. The demand for flexibility has led to trends like mini cocktails, which let people sample different drinks without overindulging, and mixed packs of beer with varying strengths.

WGSN’s proprietary social listening tool, Signal Map, found that conversations about flexibility and control in alcohol choices increased by 6% between October 2024 and May 2025. The rise of mid-strength alcohol products also reflects this desire for moderation and variety.

Discovery is the third major theme shaping Gen Z’s relationship with alcohol. This generation seeks out new flavors, textures and global influences. They are open to playful combinations and nostalgic twists on classic drinks. For example, some brands are experimenting with flavors inspired by popular foods from countries like China, Korea and Mexico or pairing wine with unexpected foods like ice cream.

WGSN’s Early Signal Score indicates that “unserious” drinks—those that are playful or humorous—are gaining attention among innovators but are still in the early stages of development. There is room for brands to create products that tap into nostalgia, such as cocktails inspired by childhood cereals or candies.

Both IWSR’s quantitative research and WGSN’s trend forecasting point to the same conclusion: Gen Z adults are increasingly interested in alcoholic beverages but want experiences tailored to their values and preferences. Brands hoping to reach this group will need to offer products and occasions that emphasize community, provide flexible options and encourage discovery through new flavors and formats.