Gen Z Redefines Drinking Culture With Unconventional Preferences and Social Media Trends

In recent years, the relationship between Generation Z and the wine and spirits industry has become a subject of debate. Industry insiders have voiced concerns about young adults’ drinking habits, often criticizing both their lower alcohol consumption and their unconventional preferences when they do choose to drink. The latest point of contention is the growing trend among people under 35 to add ice to their beer. According to a survey by LG, 30% of U.K. drinkers in this age group prefer their beer over ice, a practice that has gained traction on social media platforms like TikTok and has sparked heated reactions online.

This trend follows other Gen Z drinking habits that have drawn criticism, such as adding jalapeños to Sauvignon Blanc or opting to pay for drinks individually at bars rather than opening a tab. These behaviors have been met with skepticism and even derision from some older drinkers and industry professionals, who see them as evidence of a lack of respect for tradition or an unwillingness to engage with established drinking culture.

Despite these complaints, data on Gen Z’s alcohol consumption is mixed. A Gallup survey found that the percentage of adults under 35 who sometimes drink dropped from 72% in 2003 to 62% in 2023. Regular drinking also declined slightly over the same period. However, more recent figures from IWSR Bevtrac suggest a different trend: in 15 surveyed markets, the proportion of legal-age Gen Z adults who had consumed alcohol in the past six months rose from 66% in March 2023 to 73% in March 2025. In the United States, this figure jumped from 46% to 70% over two years.

These numbers indicate that while Gen Z may be drinking differently than previous generations, they are not necessarily abandoning alcohol altogether. Instead, their approach appears more experimental and social, with a willingness to try new flavors and formats. This mirrors patterns seen in earlier generations, who also gravitated toward sweet or flavored drinks before developing more traditional tastes.

Industry veterans note that every generation has its own entry points into wine and spirits. David Parker, founder of Benchmark Wine Group, points out that baby boomers and Gen Xers once favored products like Boone’s Farm or wine coolers before moving on to higher-quality wines. Jill Weber, an archaeologist and restaurateur in Philadelphia, recalls the popularity of drinks like Zima among her peers in college. She argues that what seems strange or unorthodox today may become mainstream tomorrow.

Some hospitality professionals see Gen Z’s preferences as an opportunity rather than a problem. Cheron Cowan, beverage director at Craft New York, describes how she responded positively when a high-spending diner requested jalapeños in her Sauvignon Blanc. Although she could not fulfill the exact request, Cowan guided the guest toward an aromatic Italian white wine instead, resulting in a satisfying experience for both parties.

Aimee Olexy, who manages The Love restaurant’s beverage program in Philadelphia, appreciates Gen Z’s openness to new experiences and their interest in learning about different products. She notes that this generation often prefers less formality and enjoys brunch cocktails or long lunches. When Gen Z embraces a particular product or category, their enthusiasm can drive significant sales growth—such as the recent rise in popularity of white wines noted by Silicon Valley Bank’s annual report.

Gen Z’s approach to socializing also extends beyond alcohol. Peter Barsoom, founder of wellness and cannabis company 1906, observes that younger adults are increasingly interested in non-alcoholic beverages and cannabis-infused drinks as alternatives for social occasions. He sees this as part of a broader shift toward moderation and variety rather than abstinence.

As Gen Z continues to shape drinking culture on its own terms—whether by chilling beer with ice or spicing up wine with jalapeños—the industry faces a choice: adapt to these evolving preferences or risk alienating a new generation of consumers. For many hospitality professionals, embracing change means providing genuine hospitality and meeting guests where they are, rather than insisting on tradition for its own sake.