Gen Z Is Drinking More Alcohol

Published: Wednesday, July 2, 2025 at 7:55 am

Gen Z's Alcohol Consumption on the Rise, Survey Reveals

A recent survey indicates a potential shift in Gen Z's relationship with alcohol, challenging the perception of this generation as primarily abstinent. The IWSR Bevtrac survey, conducted across 15 global markets, reveals that alcohol consumption among legal-drinking-age Gen Zers has increased, aligning them more closely with other generations.

The survey, which polled over 26,000 respondents, found that the proportion of Gen Z adults who reported consuming alcohol in the past six months rose from 66% in March 2023 to 73% in March 2025. This trend was particularly noticeable in the United States, where the figure jumped from 46% to 70% during the same period.

The study also highlighted shifts in Gen Z's drinking habits. They are now more likely to consume spirits and a wider variety of alcoholic beverages. Furthermore, Gen Z drinkers are more inclined to drink in bars, restaurants, and clubs compared to other adult drinkers. Almost half of Gen Z drinkers reported a trade venue as their last drinking location, compared to just over a third of other adult drinkers. Notably, Gen Z drinkers were also the most likely demographic to agree with the statement "I am actively choosing to drink more."

These findings contrast with previous data suggesting a trend toward abstinence among Gen Z. Studies have shown high rates of non-alcohol consumption among this age group, with a July 2024 study indicating that 64% of legal-drinking-age Gen Zers in the U.S. had not consumed alcohol in the six months leading up to May. An August Gallup study also found that 65% of adults under 35 viewed alcohol as unhealthy.

Richard Halstead, IWSR's chief operating officer of consumer insights, suggests that the rise in consumption may be linked to economic factors, such as the cost-of-living crisis, which has impacted disposable income and the appeal of bars and restaurants.

The long-term implications of this trend remain uncertain. It is yet to be determined whether this increase in alcohol consumption will persist as Gen Z ages.

BNN's Perspective: While the shift in Gen Z's drinking habits is noteworthy, it's crucial to avoid generalizations. The data suggests a more nuanced picture than previously understood. It's important to monitor this trend and consider the potential impact on public health and social behavior.

Keywords: Gen Z, alcohol consumption, drinking habits, survey, IWSR Bevtrac, spirits, bars, restaurants, abstaining, moderation, consumer insights, legal drinking age

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