It's official: Gen Z is in their alcohol era
Recent data indicates that Gen Z is increasing its alcohol consumption, contradicting earlier narratives that the generation was largely teetotal. Experts suggest the pandemic delayed their entry into social drinking environments rather than signaling a permanent cultural shift.
Why it matters
Understanding generational shifts in consumption habits is critical for the global beverage industry and public health policy planning.
Getty Images; Alyssa Powell/BI Well, well, well, it turns out Gen Z isn't so special after all. Endless ink has been spilled — or, since we're in the digital era, pixels rendered— about Gen Z's aversion to alcohol . The online narrative has been that the youngs are teetotalers, recusing themselves from America's big bad drinking culture and having all sorts of booze-free fun . Millennials are the real drunks, the story goes, and the generational up-and-comers are taking the high road. Turns out, though, that Gen Z is not that different. They've just taken their time to get to the bar. Seventy-four percent of Gen Zers report having had a drink over the past six months, up from 66% three years ago, according to IWSR, which researches the global beverage industry.
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