Lives of Tomorrow How Gen Z is Mixing Up Drinking Habits
Sep 23, 2025
Jen Creevy, Forecasting Director at WGSN, and Richard Halstead, COO at IWSR, dive into Gen Z's transformative drinking habits. They discuss the rise of sober curiosity and how it emphasizes moderation and purposeful drinking. Innovations like mini cocktails and mid-strength spirits cater to flexibility, while daytime drinking trends are emerging. The duo highlights how local markets shape the success of low/no products, and they reveal that Gen Z’s financial awareness drives a shift towards quality over quantity in alcohol consumption.
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Flexibility Over Abstinence
- Gen Z wants flexibility, not blanket abstinence from alcohol.
- They alternate between full-strength, low-ABV and no-alcohol options by occasion.
Gen Z Drinks Less Than Older Cohorts
- IWSR data shows lower alcohol incidence among Gen Z compared with older groups.
- Consumption has rebounded recently but remains slightly below general drinker levels.
Design For Control And New Occasions
- Innovate with formats that enable controlled drinking like mini cocktails and mixed-ABV packs.
- Design occasions and spaces beyond traditional bars to match Gen Z's social behaviours.
