Alice Porter is a London-based freelance writer and journalist who writes for publications including 

People are embracing diverse forms of all-encompassing wellness 

Being+

While drinking alcohol usually goes hand in hand with going out to bars and clubbing, Gen Z are doing less of this. In the UK, nightclubs have been suffering post-pandemic – almost a third of them shut down permanently between March 2020 and December 2023. 

NTIA

This decline is likely to be partly due to what’s been described as Gen Z's “early retirement” from clubbing – 25% of them are simply “less interested” in it. 

Keep Hush

 And this is despite them now being in their late teens to mid-20s, typically the age range most likely to go to clubs. It doesn't mean they're not interested in drinking, just not in the way that other generations might know it.

Gen Z is the most sober-curious generation yet – in 2023, 40% of Gen Zers limited their alcohol consumption. Curious is the key word here, as many in their late teens and early to mid-20s are experimenting with the way they drink, rather than giving it up altogether. 

Mintel

This includes the way Gen Zers drink alcohol, but, for them, 'drinking' might also refer to functional beverages, such as CBD drinks and adaptogenics, which can have mood-altering effects. Part of this interest comes down to health consciousness, as around a quarter of Gen Z reported choosing low- and no-alcohol drinks as they have fewer calories, or added functional benefits, such as prebiotics and vitamins. 

Gen Zers’ attitude to alcohol is also different. It’s not always about getting drunk. They're trying new flavours and ingredients, and getting excited about brands and bars they truly care about. Plus, there's a focus on making practical choices. The cost of living crisis has hit young people hard. Anyone in their early 20s is earning less, has more debt, and is seeing higher delinquency rates than Gen Y did at their age. 

TransUnion

So they're having to make sensible decisions, which might include staying in rather than going out, or choosing a more affordable, alcohol-free option. And money isn't their only concern – 80% of Gen Z admit to feeling worried about being a victim of nightlife harm when at a club or late-night venue. 

Hunger

 Proceeding with equal amounts of caution and curiosity, Gen Z's attitudes towards drinking are certainly complex. What we do know, however, is that they're excited and interested in innovation, which bodes well for the beverages industry as it undergoes a transformation of its own.

Compared with other generations, Gen Zers don't necessarily always see alcohol as a means to party. They may not even see it as a means to socialise – 62% of under 35s in the US say they drink alcohol, down from 72% two decades ago. Fewer than four in ten young Americans (38%) now drink alcohol regularly, on a par with their older fellow drinkers (40%), but trailing their middle-aged counterparts (48%). This pattern is a change from two decades ago, when younger Americans were the most likely to drink alcohol regularly and older people the least. Plus, fewer young adults in the US today (22%) than in the 2000s or 2010s (28%) report that they sometimes drink ‘more than they think they should’. 

Gallup

 But young people are interested in RTD alcohol. High-end canned cocktail brand Moth, which won Drinks Brand of the Year at 

Gold awards 2024, made nearly £9 million in sales in 2023, with one can being bought every ten seconds across the UK. 

The Grocer

"People are definitely looking to enhance their drinking moments at home," says Hannah Glasson, founder of CBD brand 

Interview with Hannah Glasson conducted by the author

 Described as “generation stay-at-home”, Gen Zers may not be going out-out, but that doesn't mean they're not drinking alcohol, as shown by the success of brands like Moth. 

The Guardian

 Quite the opposite, they’re interested in discovering good-quality options for both alcoholic and non-alcoholic beverages they can drink at home. Fran Cruse, who has worked in hospitality PR for over ten years, co-founded cocktail bar 

 in Manchester in November 2023. The need to create an at-home version of the bar’s cocktails was taken as a given, with bottles of the drinks they serve launched just one month after opening. "People want the same quality at home as they can get at their favourite bars," says Cruse. 

Interview with Fran Cruse conducted by the author

Gen Z might be drinking less alcohol, but they're drinking plenty of functional beverages, both as an alternative and in addition to alcohol. Glasson describes Gen Z's attitude towards beverages as "hydrating with benefits", and this isn't limited just to anything you might drink while socialising – Gen Zers are interested in drinks that complement their daily routines. "Speaking to Gen Zers, they might have several drinks that are part of their daily drinking repertoires," says Glasson. "You might have a functional shot in the morning, a kombucha with your lunch, and a CBD drink in the afternoon." 

, an influencer who shares her experiences of being sober with her 265,000 followers online, and founded alcohol-free drinks brand 

, says that Gen Zers have high standards when it comes to hydration. "For CAROUSE, it was crucial that the liquid not only tasted delicious but also included plant extracts known for their calming or alertness-boosting benefits," says Elswood, explaining that the range includes an option suited to relax and unwind, called DRIFT, as well as another drink called UPLIFT better suited to socialising. "As more people become educated about these ingredients and their benefits, I believe they’ll become the new norm for replacing alcohol in social settings," she adds. 

Interview with Steph Elswood conducted by the author

Mindful drinking versus drinking to get drunk

One big change in the way Gen Zers consume alcohol is that getting drunk isn't necessarily their goal – indeed, Gen Z drinks 20% less alcohol on average than Gen Y did at the same age. 

Berenberg Research

 Cruse says this is something she's noticed in hospitality spaces: "There's definitely less going out with the purpose of getting drunk. Gen Zers are more conscious not only of how much but also what they're drinking." Almost two-thirds of Gen Z would like to learn more about drinking mindfully – aka making informed decisions about exactly what they're consuming and how it will affect them. This means social interactions based purely around drinking aren't as commonplace for Gen Z. "If they’re going out, they're looking for more of an experience," adds Cruse. 

Elswood says this is something she's noticed among young people who are part of her online community and trying to cut down on drinking. "Their desire to drink less often comes with a desire to socialise in more meaningful ways rather than to socialise less," says Elswood, adding: "This change reflects a broader trend towards valuing experiences that contribute to personal growth and wellbeing over those centred around alcohol consumption." 

 This makes sense post-pandemic, especially as Gen Zers are lonelier than any other generation, with people in England aged 16 to 24 more likely to say they feel lonely often/always (10%) than every other age group (3% to 6%) aside from those aged 25 to 34 (9%). 

DCMS

 "There’s been a huge rise in mental health awareness. This younger generation understands that alcohol can worsen anxiety and depression," Elswood adds. 

However, the mindful-drinking trend suggests that young people aren't giving up on alcohol altogether, but maybe pairing an alcoholic drink with something alcohol-free, or drinking on some occasions only. "There's a lot of opportunity for brands to engage with people who are drinking in a new way," says Glasson. "That's drinking less alcohol, of course, but also those looking for something to space alcoholic drinks with." 

 Glasson's brand INTUNE focuses on stocking its CBD drinks at social events, including bars and festivals, providing options for people to swap out alcohol for a CBD drink, or even combine the two in one drink. And with non-alcoholic volumes expected to grow at a compound annual growth rate of +9% between 2022 and 2026, it's clearly a market that’s starting to appeal to both drinkers and non-drinkers. 

IWSR

Alcohol quantity itself isn't enough to drive Gen Z to purchase drinks; rather beverages – alcoholic and non-alcoholic – need to offer something more. "People's drinking repertoires are a lot more sophisticated now than they were five or ten years ago," says Glasson. 

 Cruse adds: "People are much more conscious of what they're drinking and they're becoming more discerning drinkers. Gen Zers in general are so much more aware of what they're consuming and where it's coming from." 

 There’s a range of benefits Gen Z is interested in when it comes to investing in beverages. Health is a big one, which is why hard seltzers – a low-calorie, hydrating alcoholic beverage – have quickly become one of the most popular forms of alcoholic drinks among young people, with 16% of Gen Z regularly consuming them compared to 4% of Gen X. 

Statista

 Many functional drinks also offer a specific purpose, be it better sleep, improved energy, or increased relaxation.

One-third of alcohol drinkers in the UK would rather treat themselves to a quality drink at home than go out. 

ISWR

And although RTD alcohol is naturally more affordable, Gen Z is willing to pay that little bit extra for quality beverages. Moth cocktails, for example, cost around £3.95 per 200ml can, which is significantly more expensive than some other supermarket alternatives, yet they account for 73% of margarita sales in UK grocery. 

 Functional drinks are largely more popular for at-home consumption, and Glasson says they're one of the few beverage categories where this has been the case initially. "It's interesting because drinks trends usually start on trade and move to grocery afterwards, but with the CBD space and functional drinks, it's tended to be the other way around." 

Drinking alcohol is no longer a casual affair

For Gen X and many among Gen Y, an after-work beer at the pub or a glass of wine with a meal is the norm, but Gen Zers don't see alcohol as part of their regular routine. "Gen Z feels confident questioning the traditional ‘norms’ around drinking," says Elswood. This is reflected in Gen Zers’ lack of interest in wine. In 2023 sales of wine were down 3%, with sales of spirits in the US topping the volume of wine sold for the first time in 45 years, and only 16% of Gen Z saying they'd most likely bring wine to share at a party (opting for beer, flavoured malt beverages, or hard seltzers for the most part), compared to 58% of people aged over 65. 

Silicon Valley Bank

 Instead, Gen Z is interested in more innovative beverages, both alcoholic and non-alcoholic, that feel exciting and experiential, rather than relying on traditional beverages for their practicality. "From the bar point of view, the big shift has come in that young people expect the same level of quality in a non-alcoholic drink as they do in an alcoholic drink," says Cruse. "Now people will ask about, and pay as much interest in, the non-alcoholic section as the alcoholic section, and they expect the same level of quality, thought, and process." 

One-third of alcohol drinkers in the UK would rather treat themselves to a quality drink at home than go out

80% of Gen Z admit to feeling worried about being a victim of nightlife harm when at a club or late-night venue

Almost two-thirds of Gen Z would like to learn more about drinking mindfully – aka making informed decisions about exactly what they're consuming and how it will affect them

At-home drinking has never been more popular, or considered so sophisticated, as Gen Z swaps nights out for ready-to-drink (RTD) beverages

For this generation, 'drinking' doesn’t necessarily mean consuming alcohol, with a wide variety of drinks on offer with mood-enhancing qualities, from CBD to adaptogenics and euphorics

When it comes to drinking choices, Gen Z is looking to brands, bars, and individuals whom they respect and who align with their values, rather than relying on heritage brands and classic drink choices

Co-founder of Manchester cocktail bar Stray, Fran Cruse has worked in PR for ten years, primarily in the hospitality sector. Her PR clients have included Soho House, Hawksmoor, Six By Nico, Present Company, and San Carlo.

Hannah Glasson is a drinks industry communications expert, having worked with brands including Sipsmith and Talisker. In 2020 she founded INTUNE, a CBD drinks brand, after discovering the substance while being treated for breast cancer.

Steph Elswood is a sobriety influencer and founder of CAROUSE, a range of mood-enhancing, alcohol-free spirits. She also runs Dry Disco, creating safe spaces for sober/sober-curious women who want to build connections with like-minded individuals.

Gen Z (born 1997-2010)

United Kingdom

Eating and Drinking

Beer and cider

Spirits and wine

Coffee and soft drinks

Gen Zers are drinking less alcohol than any other generation. This doesn't mean they lack interest in beverages; rather, they're creating new habits and rituals around drinking, whether it's with alcohol, functional drinks, or low- and no-options. They're drinking mindfully with a focus on wellness.