Common misconception: No, Gen Z hasn’t turned its back on alcohol

Contrary to the common perception that Gen Z has no interest in alcohol, a study by the IWSR (International Wine and Spirit Research), reported by Business Insider, shows that young people haven’t given up alcohol—they’ve simply taken longer to discover its pleasures… and the risks.

74% of them have consumed alcoholic beverages in the past six months, a rate nearly on par with the rest of the adult population (76%).

As Marten Lodewijks, CEO of IWSR, puts it: “They’re late to the party, but they’re not missing out.” This delay can be explained by the various waves of lockdowns caused by COVID-19.“They were literally coming of age just as everything came to a halt,” the expert notes. This delay also stems from inflation and the fear of damaging their reputation by appearing completely drunk on social media. These are generational issues, then.

Dave Williams, an expert in the spirits and alcoholic beverages sector, points out that this caution and wariness are causing a delay in their entry into the market but are also encouraging young people to prioritize quality: “When they buy alcohol, they tend to opt for premium, higher-quality, and more expensive products.”

Particularly fond of cocktails enjoyed in groups, Generation Z is taking a more gradual approach, while Millennials and Generation X remain the heaviest alcohol consumers, slightly outpacing younger generations, and Baby Boomers are cutting back on their consumption (71% of them say they’ve had a drink in the past six months).