Gen Z alcohol trends 2025: What 1,000 young consumers told us

The drinking habits of Gen Z stand out as remarkably different compared to older generations. So what does this mean for alcohol brands as we look ahead? 

Gen Z has grown up in a time when health, wellness and social awareness are at the forefront of public discourse.

This has influenced their relationship with alcohol, leading many to consume less, abstain, and be open to choosing alcohol-free alternatives. 

To better understand what influences their alcohol choices, we surveyed 1,000 Gen Zers in the US aged 21 to 27 on the Attest platform. 

Key takeaways

Our survey of Gen Z drinkers (ages 21–27) shows a clear shift toward moderation, transparency and wellness-driven choices.

What are the latest Gen Z alcohol trends in 2025?

Alcohol choices among Gen Z are driven by a combination of factors ranging from health and affordability to social connection and relaxation.

With their openness to non-alcoholic drinks, younger consumers are redefining alcohol norms.

These are the key insights from our survey.

Trend # 1: 3 in 5 Gen Zs drink rarely or not at all

Our survey found that 1 in 5 (21.5%) said they don’t consume alcoholic beverages and 39% drink only occasionally. The majority drink alcohol less than once a month or 1–3 times per month.

A smaller portion of Gen Z drinks more frequently, but the general trend shows a indicates a shift toward moderation or abstinence.

There was also a difference between genders:

• Women were significantly more likely to drink less than once a month (18.1%) or 1–3 times per month (27.9%) compared to men.
• Women respondents reported lower frequencies of drinking in certain categories compared to their male counterparts.

Key takeaway: This generation is far less likely to engage in regular alcohol consumption than their Millennial or Gen X counterparts.

Trend #2: Men favor beer; women prefer wine and cocktails

Spirits are the most popular, followed closely by beer and wine. Hard seltzers (36.25%) and ready-to-drink beverages (42.97%) are also gaining popularity. This shows a growing opportunity for portable, on-the-go options and different flavor combinations. 

Gendered differences appear here, too:

• Beer vs. wine: Men predominantly choose beer (65.4%) over other types, while women show a stronger preference for wine (54.3%).
• Cocktails and ready-to-drink options: Women show a significant preference for cocktails (51.2%) and ready-to-drink beverages like canned cocktails (50.5%), while men are less likely to favor these options.

Key takeaway: Gen Z prefers light, flavorful and convenient options.

Trend #3: Home is Gen Z’s new local

Surprisingly, the majority of Gen Z state that they most often consume alcohol either at:

• their home (65.0%)
• or at a friend’s house (27.3%)

Key takeaway: Gen Z prefers familiar, social settings over bars or clubs.

Trend #4: Non-alcoholic alternatives are on the rise

Another significant trend in our data is the rise in interest of non-alcoholic and low-alcohol alternatives.

Gen Z is redefining what it means to “go out for drinks” by embracing alcohol-free options that allow them to participate in social settings without alcohol.

• Over half of respondents (54.5%) “often” or “sometimes” choose these options, and another 22% are “curious” about trying non or low-alcohol alternatives. 
• Non-alcoholic beers, mocktails, and wellness drinks are increasingly popular among Gen Z. 12% confirmed that they’ve switched to non-alcoholic options because these are now more available.  
• Interestingly, women seem to have a higher curiosity around these offerings in comparison to men.

Key takeaway: Alcohol consumption is part of a broader move towards mindful consumption — whether it’s reducing alcohol intake or choosing products that align with personal values.

Trend #5: Half of Gen Z want ingredient and calorie info before they take a sip

• Nearly half of respondents (47.5%) want detailed ingredient and caloric information.

Key takeaway: Gen Z’s demand transparency, even in their alcohol.  

Trend #6: What’s behind the brans matters as what’s in the bottle

In addition to transparency, Gen Z’s expectations for brand values extend to social responsibility.

• This generation will hold brands accountable for their choices, with half of respondents (52.4%) agreeing that they’re likely to stop purchasing from a brand if it supports a cause that conflicts with their beliefs.

That means that consumers who are looking for transparency in their alcohol ingredients are significantly more likely to take action and buy elsewhere.

Key takeaway: Transparency requires more than disclosing ingredients. Gen Z expects an authentic commitment to ethical practices and transparency across brand actions.

Other key Gen Z alcohol consumption insights

It’s not just what Gen Z drinks that’s changing — it’s why. Here are the key mini-trends defining their alcohol-buying decisions.

• Taste explorers: For 2 in 3 (62.3%), taste is the primary factor influencing their alcohol choices, reflecting a preference for flavor and enjoyment over other considerations.
• Price consciousness: Price remains a key factor for 1 in 3 (32.0%) of Gen Z, which may be linked to budget-consciousness within this younger demographic.
• Convenience in purchase: 83.4% buy alcohol from supermarkets or liquor stores, while only 12.4% use online delivery services, suggesting that traditional retail outlets are still the preferred purchasing channel.
• Individuality vs social media recommendations: The majority of Gen Z (53.4%) say social media doesn’t influence their choice of alcohol much with only 1 in 10 (10.0%) saying it influences their buying choices. 

Key takeaway: While taste is paramount, affordability and accessibility are also important for Gen Z when purchasing.

Why is Gen Z drinking less?

Gen Z’s relationship with alcohol is changing — and the data makes it clear. In 2025, they’re drinking less than any generation before them.

But why? A major driver behind this shift is their growing focus on health and well-being.

Unlike older generations, who may have prioritized social drinking as a key component of their social lives, many Gen Zs are more focused on maintaining their physical and mental health.

Not to mention that younger people have found other ways to build connections that don’t include meeting new people in bars.

Of those we surveyed who do not drink alcohol:

• Nearly half (46.0%) are just not interested in drinking and 1 in 3 (34.0%) abstain due to concerns for health and potential effects on mental health. 
• 1 in 5 (20%) don’t drink due to concern about addiction, which highlights an increased awareness about the long-term impact of drinking alcohol.
• Additionally, with rising concerns around hang-xiety, depression, and stress, many in this generation view alcohol as a substance that could worsen their mental wellbeing.

When it comes to those who do consume alcohol:

• Over a third are concerned that it’s having a genuine impact on their health, and want to limit their consumption. 
• A quarter (24.7%) believe moderate consumption is fine. This indicates a balanced approach to drinking.

Key takeaway: The harmful effects of alcohol, including addiction, are well-known today. Gen Z, with their exposure to health information from an early age through the internet and social media, seem to be acutely aware of these risks. 

How can businesses use these trends to appeal to Gen Z?

The alcohol industry is already adapting to Gen Z’s changing preferences.

Many companies have expanded their offerings to include non-alcoholic products, and some are even marketing directly to sober or low-drinking consumers. 

The rise of low-alcohol and non-alcoholic beverages reflects the growing demand for products that cater to health-conscious, mindful drinkers.

This shift is likely to continue as Gen Z becomes a more dominant force in the marketplace.

These are the key takeaways from this new data that can help brands like yours make winning decisions.

✅ Focus on health and transparency

Gen Z is conscious of health, with 1 in 3 believing alcohol is generally unhealthy. Offer low-calorie, clean ingredients or wellness-focused benefits to appeal to this audience. They are also interested in non-alcoholic beverage offerings.

✅ Cater to less frequent drinkers

A sizable portion of Gen Z consumes alcohol sparingly. Provide single-serve, premium options or focus on experiences (like special occasions) to align with their drinking habits.

✅ Highlight at-home drinking experiences

The majority of Gen Z drink at home, making this a critical area for engagement. Create marketing around home gatherings, online experiences, and DIY cocktail kits to tap into this trend.

✅ Prioritize in-store marketing and personalization

With the majority of purchasing happening in-store, marketers should not forget the importance of in-store influence. Social media is also seen with a critical eye among this audience — marketing should be personalized and transparent.

Conclusion: a new era of drinking

Gen Z’s relationship with alcohol is emblematic of a larger cultural shift toward mindfulness, health, and social responsibility. 

As this generation moves into adulthood, they’re redefining what it means to drink — or not drink — alcohol.

Our new survey data reflects a clear trend toward moderation, abstinence and the embrace of clean-label or non-alcoholic alternatives.

This change in drinking habits is not just a passing trend but could signal a long-term transformation in how society approaches alcohol.

As Gen Z continues to influence social norms and consumer behaviors, the alcohol industry and society at large will need to adapt to this new era of mindful consumption.