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3d ago

Gen Z Alcohol Consumption Surges to Parity With Older Cohorts

Rising disposable incomes are fuelling a shift toward spirits and venue-based drinking among Gen Z.

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Members of the Black Bourbon Society sample whiskeys from Rabbit Hole Distillery in Louisville, Kentucky, April 28, 2019. The society organized a brunch to celebrate the history of black horse jockeys while tasting spirits at distilleries. (Aaron Borton/The New York Times)
According to the study, millennials, those aged between 28 and 44, were the most likely to drink
A Russian River Brewing Company customer takes a sip of the newly released Pliny the Younger triple IPA beer on February 7, 2014 in Santa Rosa, California.

Overview

  • Global Gen Z drinking rose from 66% in March 2023 to 73% in March 2025 across 15 markets, aligning with overall adult rates.
  • The U.S. saw the steepest increase, with prevalence rising from 46% to 70%; Canada and the U.K. reached 69% and 76% respectively.
  • Gen Z consumers show a pronounced preference for spirits and a wider variety of alcoholic beverages than older age groups.
  • Nearly half of Gen Z drinkers reported bars, restaurants or clubs as their last drinking location, outpacing other adult cohorts.
  • IWSR’s biannual survey of over 26,000 respondents indicates the uptick reflects cyclical income gains rather than a permanent cultural shift.