Gen Z Turns Drinking Into a Vibe, Not a Habit

Major alcoholic beverage brands are adjusting their strategies to attract Generation Z, a group of young consumers who have now reached the legal drinking age in the United States and other markets. According to a recent study by trend analysis firm WGSN and beverage research consultancy IWSR, this generation's drinking habits differ significantly from those of previous ones, even as their interest in alcohol continues to grow.

The IWSR Bevtrac survey, conducted in March 2025, shows that alcohol participation among Gen Z consumers rose from 66% in 2023 to 73% in 2025. While this figure remains below the overall adult rate of 78%, the gap is narrowing. Analysts emphasize that Gen Z is not rejecting alcohol but rather seeking experiences that feel personal, flexible, and aligned with their values.

Jennifer Creevy, Director of Food and Drink at WGSN, explained that community, flexibility, and discovery are the three key factors driving Gen Z's relationship with alcohol. Community plays a central role, as young consumers prefer to share drinks in environments that reflect their interests and social values. Instead of traditional bars and restaurants, gatherings are increasingly taking place in unconventional spaces such as vintage shops, salons, or at home, often centered around themed parties or shared activities like board games or language exchanges.

Flexibility is equally important. Gen Z consumers want the freedom to control their drinking, choosing beverages with different alcohol strengths depending on the occasion. They often alternate between strong cocktails, low-ABV options, or non-alcoholic drinks in a single evening. This behavior has fueled the rise of mini cocktails and mixed packs of beer with varying alcohol levels. The growing availability of mid-strength drinks has also encouraged moderation while keeping the experience social and engaging.

Discovery is the third major factor shaping Gen Z's buying decisions. This generation values novelty and experimentation, exploring innovative flavors, global influences, and unexpected combinations. WGSN notes that Gen Z enjoys playful, multisensory concepts such as cocktails inspired by childhood snacks or pop culture from countries like Korea, China, and Mexico. Nostalgic drinks that evoke childhood memories—like cereal or candy-flavored beverages—are also gaining traction.

Social media plays a vital role in spreading these trends. Listening tools such as the WGSN Signal Map have recorded a 6% increase in online conversations around flexibility and control in alcohol consumption between October 2024 and May 2025. Drinks considered "lighthearted" or experimental are becoming increasingly popular among early adopters and trendsetters.

Brands aiming to connect with Gen Z must adapt quickly, offering products and experiences that deliver community, flexibility, and discovery. Experts from WGSN and IWSR continue to monitor this generation's behavior to guide the industry in meeting their expectations. Gen Z is reshaping how alcohol is consumed, and beverage companies are paying close attention to avoid being left behind.