Why Gen Z Is Saying “No” to Alcohol 🍸❌

Written By Kevin LaChapelle, EdD, MPA

1. Declining drinking rates

  • A Gallup poll shows that the percentage of U.S. adults under 35 who ever drink dropped from 72% in 2001–03 to 62% in 2021–23, indicating a clear long‑term decline focused on younger cohorts Forbes.

  • In U.S. college students, the share abstaining rose from 20% in 2002 to 28% in 2018—and among non‑college peers, from 24% to nearly 30%.

2. Health, mental wellness & lifestyle values

  • Gen Z places major emphasis on mental and physical well‑being. About 86% believe mental health matters as much as physical health when deciding whether to drink provi.com.

  • The “sober curious” movement, favoring intentional or reduced drinking for health reasons, resonates strongly with them.

  • COVID‑19 further shifted socializing norms: time spent in face‑to‑face gatherings plummeted from ~30 hours/month in 2003 to ~10 in 2020—reducing traditional drinking opportunities.

3. Economic pressures

  • Many in Gen Z are economically constrained. RaboBank data suggests tight finances—not wellness—are curbing alcohol use among 21–28-year-olds.

  • In Australia, a Dry July survey reported 63% of 18–24-year-olds reduced alcohol to save money.

4. Shifting social norms

  • Drinking less, even abstaining, is becoming more socially acceptable and sometimes even “cool”: about 23% of 18–24-year-olds said they drank much less, and 40% see taking a booze break as normal, with 30% calling it “cool”.

  • The rise of sober‑centric venues—like bars and clubs offering mocktails and games—has created alcohol‑free social spaces catching Gen Z’s interest.

5. Alternative substances

  • Cannabis legalization plays a role, too: 36.5% of Americans aged 18–25 used marijuana in the past year, and where cannabis is available, alcohol sales often drop.

  • Other functional drinks, like kombucha, mushroom coffee, matcha, and kefir, are gaining ground: among Gen Z, 50% replaced alcohol or sugary drinks with these, fueling a 54% jump in health drink sales year-over-year in the U.K.

6. Industry adapts—and Gen Z’s habits are evolving

  • Beverage brands such as Michelob Ultra are pivoting—with low‑cal, low‑carb marketing and nonalcoholic versions—to appeal to wellness‑focused consumers including Gen Z.

  • However, some signs show Gen Z's drinking may rebound. An IWSR Bevtrac survey found 73% of U.S. Gen Z surveyed drank in past six months—up from 46% two years prior—but they still trail Millennials (83%) and Gen X (79%).

Why This Matters

  • Public health: Lower alcohol use leads to fewer alcohol-related health issues long-term.

  • Social culture shift: Vibrant, alcohol-free social scenes are emerging.

  • Market evolution: Success of no-/low-alcohol drinks is reshaping the beverage industry.

  • Generational insight: Gen Z’s approach signals a broader change in values and lifestyle expectations.

Bottom Line

Gen Z is redefining drinking culture—not through rebellion or prohibition, but by refocusing on health, mental wellness, economic prudence, and alternative social norms. While some may rebound as financial pressures ease, the foundation of intentional, mindful alcohol use seems firmly in place.

References

Cleveland Clinic. (2023). Why Gen Z is drinking less. Retrieved from https://health.clevelandclinic.org/why-gen-z-is-drinking-less

Gallup. (2023). Alcohol and drinking habits. Retrieved from https://news.gallup.com

Herald Sun. (2024). Tradies among the rise of Gen Zs opting not to drink alcohol. Retrieved from https://www.heraldsun.com.au/health/guides/wellbeing/tradies-among-the-rise-of-gen-zs-opting-not-to-drink-alcohol/news-story/885c5d32a6e6452904e3ff879e3fd9de

New York Post. (2025, July 4). Gen Z has become a boozy generation — this is to blame, study says. Retrieved from https://nypost.com/2025/07/04/lifestyle/gen-z-is-consuming-more-booze

Provi. (2024). Gen Z drinking habits & the beverage industry. Retrieved from https://www.provi.com/blog/gen-z-drinking-habits-beverage-industry

RaboBank. (2023). Alcohol industry insights on Gen Z. Retrieved from internal data referenced in Wine Enthusiast.

The Times UK. (2024). Gen Z replace alcohol and coffee with mushroom shots and kombucha. Retrieved from https://www.thetimes.co.uk/article/gen-z-replace-alcohol-and-coffee-with-mushroom-shots-and-kombucha-dnbkktzj0

Time Magazine. (2024). Gen Z is drinking less alcohol – here’s why. Retrieved from https://time.com/7203140/gen-z-drinking-less-alcohol

Wall Street Journal. (2024). Michelob Ultra is the one bright spot in a gloomy beer market. Retrieved from https://www.wsj.com/business/retail/michelob-ultra-success-beer-sales-decline-6b754ca1

Wikipedia. (2024). Sober curious. Retrieved from https://en.wikipedia.org/wiki/Sober_curious

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Kevin LaChapelle, EdD, MPA https://www.powermentor.org
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