Unraveling the Myth: Gen Z's Drinking Habits Unveiled
In a recent revelation, the IWSR's research has shattered the widely held belief about Gen Z's moderation in alcohol consumption. The spotlight now shifts to the Baby Boomers, who, contrary to expectations, are leading the way in adopting a more restrained approach to drinking.
The Rise of Gen Z Drinkers
The latest Bevtrac survey, covering 15 key markets, reveals that a significant 74% of Gen Z individuals, aged between legal drinking age and 28, are actively consuming alcohol. This figure aligns closely with the overall adult average of 76%, indicating a notable shift from the initial 2023 survey, where only 66% of Gen Z respondents reported alcohol consumption.
Marten Lodewijks, IWSR's president and managing director, declares, "The narrative of Gen Z as the generation of moderation is now definitively debunked." He emphasizes that while Gen Z is indeed shaping new patterns of engagement with alcoholic beverages, their drinking habits are not markedly different from the rest of society.
Distinct Drinking Patterns
Despite the normalization of consumption rates, Gen Z's drinking habits remain unique. The cohort stands out for its preference for cocktails, with an impressive 84% reporting cocktail consumption in the past six months. Additionally, Gen Z is more inclined towards social drinking, with 18% stating they were accompanied by five or more people during their last drinking occasion.
Gen Z now constitutes 17% of the total drinking population, a figure expected to rise as more of this demographic reaches legal drinking age. Interestingly, despite the increase in overall alcohol consumption, Gen Z remains the most likely to follow government health guidance on alcohol intake, with 49% heeding these recommendations.
Boomers Lead the Way in Moderation
While Gen Z's drinking habits are evolving, it is the Baby Boomers (aged 61 and above) who are truly embracing moderation. The survey reveals a significant decline in overall consumption among Boomers, with their participation rate dropping to 71%, a 2% decrease from the 2023 Bevtrac survey.
Lodewijks notes, "Boomer drinking has been on a downward trajectory for several years. These latest results, however, indicate a steeper-than-expected drop in Boomer drinking across all major metrics. If this trend persists, it may well be the Boomers, not Gen Z, who deserve the title 'generation of moderation.'"
Boomers also reported the fewest drinking occasions among all cohorts, with an average of just 2.6 drinks per occasion.
A Broader Trend Towards Moderation
Overall, participation in alcohol consumption has remained steady this year, with a rate of 76% compared to 75% three years ago. However, IWSR highlights that actively choosing to drink less has become the norm for the majority of drinkers across all surveyed markets.
The frequency of drinking occasions has decreased across the board, with respondents reporting an average consumption rate of 3.9 drinks per occasion, down from 4.4 drinks in 2024 and 2025. This downward trend in overall volumes consumed suggests a structural rather than a cyclical change, driven by lifestyle choices and health considerations.
Notably, India and China are exceptions to this trend, with markedly increased participation among high earners in urban populations aged 18-64. India's participation rate rose to 77% from 67% three years ago, while China's increased to 89% from 86%.
As we reflect on these findings, it becomes evident that the narrative of Gen Z's moderation in alcohol consumption is a complex one. While Gen Z is indeed drinking more, their habits are distinct and influenced by social and cultural factors. Meanwhile, the Baby Boomers, often overlooked in discussions about drinking habits, are quietly leading the way in embracing a more moderate and health-conscious approach to alcohol consumption.
