For the past several years, headlines declaring that Gen Z isn’t drinking alcohol have dominated the news cycle. But according to new consumer research conducted by the IWSR, Gen Z is actually consuming just as much as older generations, and the overall decline in alcohol consumption is a far more nuanced picture.
As identified by Bevtrac consumer research done by the IWSR in March 2025, the decline in overall alcohol consumption can be attributed to three factors: disposable incomes are under pressure, consumers are prioritizing essential items over alcohol, and the dwindling of on-premise consumption. But, most notably, Gen Z is actually revving up their alcohol consumption while simultaneously increasing their number of consumption occasions.
