The September 2025 IWSR Bevtrac study also provides a detailed look at Millennials, revealing nuanced patterns in drinking habits across different countries.
Unlike Generation Z, Millennials are increasingly moderating their alcohol consumption, adjusting the frequency, variety, and context of their drinking to align with financial, social, and lifestyle considerations.
In the United States, Millennials remain highly engaged in alcohol consumption, both in frequency and overall participation. However, the variety of beverages consumed per occasion is decreasing. Between September 2024 and September 2025, the average number of categories per drinking occasion fell from 2.1 to 1.7. Additionally, only 36% of Millennials visited a bar or restaurant the last time they drank alcohol, down from 41% the previous year. These changes suggest a shift toward more controlled and selective consumption, with individuals focusing on fewer types of drinks and potentially opting for home-based or smaller social gatherings.
In Australia, Millennials are showing improvements in financial literacy and planning, yet this has not translated into increased spending on alcoholic beverages. The variety of drinks consumed is lower than a year ago, while attitudes toward moderation appear stable. These patterns indicate a preference for conscious consumption over indulgence, reflecting the influence of broader lifestyle priorities.
Meanwhile, in Brazil, economic concerns are having a tangible effect. Millennials report declining confidence in personal finances, which has directly impacted alcohol consumption, especially of spirits and sparkling wines. Spirit consumption dropped from 78% to 72%, while sparkling wine fell from 21% to 16%. These shifts reflect how external economic pressures influence drinking habits, leading to a more selective approach to beverage choices.
In France, Millennials’ participation remains stable, but there is a clear shift toward still wine. About 72% reported consuming still wine in the past six months, compared to 64% the previous year, while consumption of ready-to-drink (RTD) beverages, tequila/mezcal, and brandy has declined. This trend highlights a growing preference for classic, quality-oriented choices over novelty or convenience products.
Temporary abstinence is another area of interest. While Millennials remain committed to taking alcohol-free days, the overall trend shows a slight decline in the number of days off. The focus appears to be on moderation rather than extended periods of abstinence, aligning with broader lifestyle and health-conscious behaviors.
Overall, the report illustrates that Millennials are adapting their alcohol consumption in response to social, economic, and lifestyle changes. The emphasis is on moderation, fewer beverage types per occasion, selective choices, and mindful drinking, reflecting a conscious approach that balances enjoyment with health, financial, and social considerations. For producers and retailers, understanding these trends is crucial for catering to the evolving preferences of this influential consumer group.
Source: VinoVistara