The Shift in Gen Z's Alcohol Consumption: Trends & Insights for 2025
Published: May, 2025
Is Gen Z turning away from alcohol?
Recent data says yes, and the shift is reshaping the entire beverage industry.
According to the Youth Pulse, Wave 3 Report, 22% of Gen Z consumers say they would like to switch to non-alcoholic versions more often. Health consciousness, online reputation management, and the rise of sober-curious lifestyles have initiated this movement. The young consumers prioritise moderation, mindfulness, and experiences that don't revolve around alcohol
Let’s dive into the real numbers and behaviours hidden behind Gen Z’s new relationship with alcohol.
Only Half of Gen Z Drinks Regularly— Here’s What That Means
Forget the stereotype of youth chasing shots and hangovers. Today’s 18–27-year-olds aren’t ditching alcohol completely— they are just drinking on their terms.
Data reveals that only half of Gen Z consumers drink alcohol at all. And even among those who do, most keep it light:
38% drink just 1–6 units per week
Only 7% go up to 14 units
2% of people consume between 15 and 21 units of alcohol per week
1% of youth are consuming between 22-28 units per week
A tiny 2% said that they drink more than 28 units per week
This generation isn’t anti-alcohol, but they are intentional. And that’s where the opportunity lies.
If your brand still markets alcohol like it’s 2010 — wild parties, zero consequences, the louder the better — you’re speaking the wrong language.
Bottles, Not Browser Tabs: Gen Z Sticks to In-Store Alcohol Buying
Unlike popular opinion, a massive 79% of 18–27-year-olds are reported to purchase their alcoholic beverages in physical stores, while only 3% shop exclusively online.
The online alcohol market isn’t dead — just limited.
For example:
In Germany, 34% of young consumers buy alcohol online — the highest in the report.
In Spain, only 14% do the same.
What Drives Gen Z’s Alcohol Choices
When it comes to picking a drink, they keep it simple: if it tastes good and doesn’t break the bank, it’s in the cart.
The latest report shows that:
63% of young consumers said that taste is the top deciding factor for them
49% care about price
29% look at alcohol content (ABV or strength)
19% consider brand reputation
13% actively choose locally produced options
Is it True That Gen Z Wants Greener Alcohol Options?
The Youth Pulse report shows that 53% of young consumers say sustainability is an important factor when choosing alcoholic drinks. They care about how products are made, packaged, and sourced.
But when it comes to paying extra for that eco-friendly label? Only 17% are willing to spend more. Most say they would pay up to 6% more on average, not a lot, so, sustainable, yes—priced higher just for that, no!
It is clear from this data that Gen Z wants greener options built into the baseline, not sold as a luxury.
What Gen Z Drinks Most Often
Beer comes first. Cocktails follow close behind. And preferences shift depending on who you ask.
The Youth Pulse report shows that 70% of Gen Z drink beer at least once a month, which makes it their most common alcoholic choice. Nearly half (48%) drink beer every week. Among males, the number jumps to 80% drinking beer monthly.
Cocktails take second place. 57% of Gen Z enjoy them monthly, and 63% of women say they prefer cocktails over other drinks. Spirits and liquors aren’t far behind, with 50% drinking them at least once a month.
When asked, “How often do you consume the following beverages?” Here’s what we found:
| Beverage | % of drinkers | % of weekly drinkers |
|---|---|---|
| Beer | 70% | 48% |
| Cocktails | 57% | 25% |
| Spirits/ Liquors | 50% | 24% |
| Wine | 49% | 23% |
| Champagne/ Sparkling Wine | 30% | 13% |
| Cider | 24% | 12% |
| Hard Seltzers | 21% | 12% |
If we take a closer look at the gender data, 80% of males drink beer at least once a month, while 63% of females prefer cocktails.
Why Gen Z Chooses Alcohol-Free Options
Not everyone skips alcohol completely, but more young people choose alcohol-free drinks when it feels right.
Below, we have listed some of the top reasons why Gen Z reaches for non-alcoholic versions of their favourite drinks:
29% choose them for social situations, like being a designated driver or attending work-related events.
34% of them said that health and lifestyle are the main reasons, whether it’s cutting calories, training, or staying sober.
23% try them out of curiosity.
21% simply prefer the taste.
Others point to temporary reasons like medication or fitness goals (19%), or influence from friends or social media (9%).
The Rise of Non-Alcoholic Ciders and Seltzers
Two drinks that are leading the alcohol-free movement are cider and hard seltzers.
As per the report, 28% of Gen Z agreed to drink non-alcoholic cider, while 34% drink non-alcoholic hard seltzers.
These numbers are the highest among all alcohol-free versions tested in the report, higher than wine, spirits, or beer alternatives.
Why Gen Z is Rethinking Alcohol– And What Drives the Change
Gen Z isn’t just drinking less. They’re changing the rules.
Here’s what fuels the trend:
Health comes first: Young consumers prioritise mental clarity and physical wellness. Many now avoid alcohol to protect their energy, sleep better, and stay mentally sharp.
Image matters: With 85% of Gen Z using social media daily, they feel pressure to maintain a polished image. For them, alcohol doesn't mix well with curated feeds or career ambitions.
The sober-curious mindset grows: This generation doesn’t need alcohol to feel included. They explore alcohol-free choices, go out without drinking, and support venues that create sober-friendly spaces.
Discover more alcoholic beverage trends among 15-30 y.o. in our latest Youth Pulse Report
Gen Z Wants to Switch— But it’s Not Always Easy
A growing number of young people want to drink less alcohol, but that means the change isn’t always simple. 22% of Gen Z want to switch from alcoholic to non-alcoholic versions more often. That’s nearly one in four.
But even with motivation, many feel stuck:
13% reported that it’s difficult because of social pressure.
Others feel unsure, hesitant, or struggle to find options that feel “normal” in their circles. They don’t need a reason to say yes to non-alcoholic. They just need fewer reasons to say no.
Brands Need to Know That
Gen Z isn’t about abandoning alcohol — they are just approaching it differently. They drink less often, choose based on taste and lifestyle fit, and explore alcohol-free options without hesitation. Whether it’s beer, cocktails, or non-alcoholic seltzers, their choices reflect intentionality, balance, and values.
For alcohol brands, the message is clear: it is not optional to know the Gen Z consumer behaviour. You need to offer more than a product. You need to offer choice, authenticity, and relevance. And make non-alcoholic options more visible, more accessible, and more part of the default. The easier you make the switch— socially and emotionally— the more Gen Z will make it.
Discover more trends among 15-30 y.o. in Youth Pulse Report
Opeepl Youth Pulse is a bi-annual study that keeps pulse on the latest developments in the youth market. Discover key youth trends in consumer confidence, media habits, attitudes, values, and five major categories: Food, Beverages, Alcohol, Fashion, and Personal Care.