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.