Introduction

Generation Z (born between 1997 and 2012) is now entering adulthood, and their drinking habits are making waves.

Unlike Millennials, who popularized craft beer and wine culture, Gen Z is reshaping alcohol consumption in unexpected ways.

From sobriety trends to new Gen Z Drinks preferences, this generation is redefining what it means to drink socially.

In this article, we’ll explore:

By the end, you’ll have a clear understanding of how and why Gen Z drinks—or chooses not to.

1. Gen Z Drinks Trends in 2025

A. Drinking Less, But Drinking Smarter

Studies show that Gen Z consumes less alcohol than previous generations at the same age. According to a 2025 survey by Berenberg Research, over 30% of Gen Zers don’t drink at all, compared to just 20% of Millennials a decade ago.

However, those who do drink prefer premium, low-calorie, and functional beverages. Hard seltzers, canned cocktails, and low-ABV drinks are booming because they align with Gen Z’s health-conscious mindset.

B. The Popularity of Ready-to-Drink (RTD) Cocktails

Convenience is key for Gen Z. Ready-to-drink (RTD) cocktails—like premixed margaritas and espresso martinis—are dominating the market. Brands like White Claw, Truly, and High Noon continue to thrive, while new players introduce botanical-infused and adaptogenic cocktails for wellness-focused drinkers.

C. The Return of Retro Drinks

Ironically, Gen Z is bringing back old-school drinks with a modern twist. Think:

• Vodka cranberries (but with organic juice)
• Espresso martinis (with oat milk and cold brew)
• Boozy slushies

Nostalgia plays a role, but so does the desire for simple, Instagram-worthy drinks.

2. Why Some Gen Zers Are Choosing Sobriety

A. Health & Wellness Priorities

Gen Z is the most health-conscious generation yet. Many avoid alcohol due to:

• Mental health concerns (alcohol exacerbates anxiety and depression)
• Fitness goals (alcohol disrupts sleep and muscle recovery)
• Clean eating trends (avoiding empty calories and artificial ingredients)

B. The Rise of “Sober Curiosity”

Movements like Dry January, Sober October, and “mindful drinking” are huge among Gen Z. Instead of total abstinence, many practice “sometimes drinking”—consuming alcohol only on special occasions.

C. Financial Reasons

With inflation and student debt, many young adults see alcohol as an unnecessary expense. A night out can easily cost $50+, while non-alcoholic options are often cheaper.

3. The Non-Alcoholic Boom: Why “Zero-Proof” is Thriving

A. Better-Tasting Alternatives

Gone are the days of bland non-alcoholic beer. Brands like Athletic Brewing, Seedlip, and Ritual Zero Proof offer sophisticated flavors that mimic real alcohol.

B. Social Media’s Role in Normalizing Sobriety

TikTok and Instagram are flooded with #SoberTok and #MocktailMonday trends. Influencers showcase creative non-alcoholic drinks, making sobriety look fun and trendy.

C. Bars and Restaurants Adapting

Bars offer elaborate mocktail menus with ingredients like:

• Kombucha-based cocktails
• CBD-infused tonics
• Spicy ginger shrubs

This shift ensures non-drinkers don’t feel left out.

4. How Social Media Shapes Gen Z’s Drinking Culture

A. The “Aesthetic” Drink Trend

Gen Z loves drinks that look good on camera. Think:

• Color-changing cocktails
• Smoking bubble garnishes
• Edible glitter drinks

Brands capitalize on this by creating Instagrammable packaging (e.g., neon cans, minimalist labels).

B. Viral Drinking Challenges (Good and Bad)

While some trends are fun (like “Guess the Cocktail” blind tastings), others are risky (e.g., “One Chip Challenge” with alcohol). Platforms like TikTok have cracked down on dangerous drinking trends, but they still emerge.

C. Influencer Marketing’s Impact

Alcohol brands partner with micro-influencers to promote “responsible drinking” while showcasing products. Gen Z trusts peer recommendations over traditional ads.

5. How Alcohol Brands Are Adapting to Gen Z

A. Sustainability Matters

Gen Z prefers brands that are eco-friendly. Companies now use:

• Recyclable cans
• Carbon-neutral production
• Upcycled ingredients

B. Personalization & Customization

Brands like Absolut and Bacardi offer DIY cocktail kits, allowing Gen Z to craft drinks at home. Customizable labels and limited-edition flavors also drive engagement.

C. Transparency in Marketing

Gen Z distrusts traditional alcohol ads. Instead, brands use:

• Honest labeling (calories, ingredients, sourcing)
• Social responsibility campaigns (anti-drunk driving, mental health support)

Conclusion: The Future of Gen Z Drinking Habits

While some embrace sobriety, others seek high-quality, low-impact drinks that fit their lifestyles.

Key Takeaways:
✅ Gen Z drinks less but prefers premium, functional beverages.
✅ Sobriety is rising due to health, financial, and social trends.
✅ Non-alcoholic options are booming, thanks to better taste and social media.
✅ Social media shapes drinking trends, from aesthetics to challenges.

As we move further into 2025, one thing is clear: Gen Z is redefining drinking culture on their own terms. Whether they choose a craft cocktail or a zero-proof alternative, their choices reflect a generation that values balance, authenticity, and experience.

What’s Next?

Will Gen Z’s drinking habits influence older generations? How will alcohol brands continue to innovate? Only time will tell—but for now, the future of drinking looks healthier, more creative, and more inclusive than ever.

What do you think? Are you part of Gen Z? Do you drink differently than older generations? Share your thoughts in the comments!