IWSR’s latest Bevtrac survey on consumer sentiment shows a striking shift in behavior among Gen Z legal drinking age (LDA+) consumers. Participation in beverage alcohol consumption rose from 66% in March 2023 to 73% in March 2025.
While still slightly below the overall adult participation rate of 78%, the gap between Gen Z and older generations is steadily narrowing.
The result does not come as a surprise to WGSN Food & Drink strategists, who have long tracked Gen Z’s unique approach to alcohol. Since its 2023 forecasts, WGSN has emphasized that Gen Z is not abandoning alcohol altogether but is instead reshaping how, when, and why they drink.
Community at the Core
Unlike previous generations who gravitated toward bars, clubs, or restaurants, Gen Z LDA+ consumers are redefining drinking spaces. For them, community drives consumption choices. The occasion matters as much as the drink itself, and alcohol often becomes a facilitator of shared experiences.
Examples include:
- curated at-home bars, designed as creative social hubs;
- late-night or daytime parties in unconventional spaces like vintage stores or salons;
- interest-driven gatherings, such as language exchanges or nostalgic board-game nights.
As Jennifer Creevy, Director of Food & Drink at WGSN, explains: “Creating new community-driven occasions is key for this generation.”
Flexibility Above All
Gen Z values control and adaptability. A night out might include a mix of full-strength cocktails, mid-strength beers, and alcohol-free options—sometimes all within the same occasion. This demand for flexibility is shaping new product formats:
- mini cocktails, allowing for sampling and moderation;
- mixed-strength multipacks, where beers of varying ABVs are sold together;
- a rise in mid-strength categories, bridging the gap between traditional and non-alcoholic options.
Social listening through WGSN’s Signal Map confirms the importance of this trend, with conversations around flexibility and control in alcohol rising 6% between October 2024 and May 2025.
Discovery as a Driver
Exploration is central to Gen Z’s drinking culture. They thrive on novelty, global influence, and playful experimentation. Discovery can take many forms:
- innovative flavour mash-ups inspired by world cuisines (China, Korea, Mexico);
- “high-low” pairings, like wine with ice cream;
- unserious, humorous concepts, such as drinks flavoured like pizza or Thai beef salad.
Nostalgia also plays a powerful role. Cocktail creations might reimagine childhood breakfast cereals or classic candies into modern, playful flavour profiles. WGSN’s Early Signal Score suggests that unserious drinks are “high potential” – still in early stages but primed for growth.
The Bottom Line
Together, IWSR’s quantitative insights and WGSN’s qualitative trend forecasting paint a consistent picture: Gen Z LDA+ drinkers are not disengaged from alcohol but are rewriting the rules of engagement. They seek community, demand flexibility, and thrive on discovery.
For producers and brands, success will lie in designing experiences, products, and occasions that fit these evolving needs. Those who can embrace creativity, playfulness, and cultural relevance will win over this influential generation of drinkers.
Source: IWSR