Gen Z drinking rates catch up to older cohorts, new data shows

Recent IWSR data reveals that legal-age Gen Zers now drink at nearly the same rate as the overall population, overturning the idea that they are a teetotaling generation.

Data from alcohol market analyst IWSR indicates that the gap between Gen Z drinkers and the broader population has essentially vanished, with 74% of legal-age Gen Zers in fifteen key markets reporting alcohol consumption, up from 66% three years prior. This rate now closely mirrors the overall drinking prevalence of 76%, while millennials still lead at 81% and Gen X follows at 77%. The report notes that Gen Z prefers mixed cocktails, ready-to-drink beverages and non-alcoholic alternatives, and they are the most likely generation to heed government health advice on alcohol.

Social drinking remains common, with 18% saying their last occasion involved groups of five or more. Meanwhile, baby boomers are the most restrained cohort, averaging 2.6 drinks per occasion, a decline attributed to cost, health concerns and fewer social opportunities. The broader trend shows a modest drop in overall alcohol volumes for the third year in a row, suggesting a shift toward more intentional, moderate consumption across ages.