Gen Z Alcohol Consumption Rises Across 15 Global Markets

New survey data from IWSR Bevtrac highlights a notable shift in Gen Z's alcohol consumption habits, revealing an increase from 66% to 73% of legal drinking-age Gen Z individuals consuming alcohol over the past six months globally. This rise brings their drinking behavior closer to that of older generations, with the U.S. seeing an even more significant jump from 46% to 70%. Gen Z drinkers show a preference for spirits and are more likely to consume alcohol in social settings such as bars and restaurants, contrasting previous trends of sobriety and moderation associated with this cohort. Experts attribute this change partly to economic factors, noting that as more Gen Z individuals enter and progress in the workforce, increased disposable income correlates with higher alcohol consumption. Despite this upward trend, moderation remains popular across all age groups, but Gen Z is the most likely to actively choose to drink more. These findings challenge earlier perceptions of Gen Z as a generation that shuns alcohol, indicating a more complex and evolving relationship with drinking.