Gen Z is Drinking Less Than Any Generation Before

Generation Z is redefining nightlife and social culture by drinking significantly less than any previous generation. Data from global surveys shows a sharp decline in alcohol consumption among young adults aged 18–25, signaling a long-term shift in lifestyle priorities.

In the U.S., only about half of young adults report drinking alcohol, a notable drop compared to Millennials and Gen X at the same age. Similar trends are emerging in Europe, where university campuses that once centred on binge drinking are seeing a rise in “sober-curious” communities. In the UK, nearly 30% of college students now identify as teetotal, compared to just 20% in the early 2000s.

Health experts attribute this change to Gen Z’s heightened awareness of mental health, fitness, and productivity. Many young people view alcohol as incompatible with their focus on well-being. Social media, too, plays a role: with every night out potentially documented online, Gen Z tends to avoid behaviours that could harm their digital footprint. Financial caution is another factor. With rising education costs and economic uncertainty, bar tabs and expensive nights out feel less justifiable. Instead, Gen Z invests in experiences that align with their values, mocktail bars, alcohol-free festivals, and wellness-focused gatherings are booming.

Brands are taking note. The global low- and no-alcohol beverage market is expanding rapidly, with companies like Heineken, Diageo, and Indian startups introducing alcohol-free beers, spirits, and cocktails tailored for this demographic. While some critics suggest Gen Z might be shifting to other substances, evidence remains anecdotal. What’s clear is that this generation is consciously rewriting social norms, making moderation mainstream. The ripple effect is profound: from how bars design their menus to how global beverage giants market products, Gen Z’s choices are reshaping the future of drinking culture worldwide.