Gen Z alcohol consumption rises, challenging the sober-generation stereotype

IWSR’s latest consumer study finds that 74 % of Gen Z adults now drink alcohol, a figure almost equal to the 76 % rate for the broader adult population and up from 66 % three years prior. The research, based on surveys of roughly 32,000 people in 19 countries including Canada, the United States and the United Kingdom, shows that younger drinkers are more likely to follow public-health guidance and prefer cocktails. Industry observers say the pandemic postponed typical drinking milestones, while rising incomes in the late-twenties have made social outings more affordable.

Canadian statistics confirm that heavy drinking among 18-34-year-olds has returned to pre-pandemic levels, even as overall consumption falls. Brewers such as Blindman Brewing note a revival in young-adult patronage, driven by a backlash against online dating and a preference for in-person socializing, with alcohol serving as a social lubricant rather than the primary goal.