In the social media war of age gaps and different generations, Gen Z may be criticized for being hypersensitive, entitled or obsessed with being understood; but there are a few algorithms it cracked the code of. Drinking less alcohol, being right on top.
Along with the way, slowly but steadily, the zoomers swapped the booze with other pursuits. Gen Z’s (those born between 1996 — 2012) drinking preferences are shaping the future of the liquor industry and changing perspectives on alcohol’s role itself in having a good time.
Several studies, similar findings
Several studies conducted on the drinking patterns of younger millennials and Gen Z only differ on why the youngsters are drinking less or how much lesser. But there’s no doubt or debate over whether they are drinking less. Earlier this March, market intelligence agency Mintel conducted research, looking into the lifestyle and drinking patterns of Gen Z in Britain.
The findings suggest that 36% of young adults aged 18-25 most commonly socialize by going to pubs and bars with their friends. Interestingly, the study also said that around one-third of people aged 18-25 do not drink alcohol at all.
Yet another report released in May 2024 brought forth the findings of researchers from Carnegie Mellon University. The study followed 234 heavy-drinking young adults between the ages of 21 to 29 from February 2018 to March 2022 to determine how the Covid pandemic affected their drinking habits. The study found that participants on average consumed 12.8 fewer drinks a month than before the pandemic. Each year, at least one exhaustive study highlights similar findings.
Another recent study that found its way in several social media memes and posts a few days ago was a report by World Finance, pointing out that Gen Zers drink on average 20% less than millennials. The question is not whether they are drinking less, the question is how much. With the subtle but steady shift in social landscape, it’s the alcoholic beverages industry that is finding itself compelled to recentre things.
But what has brought about the shift?
Gen Z, the first generation to not know what life before, instant search engines and smartphones looked like, has been shaped by social media and is in turn shaking up the social landscape. The shift in perspective started with the Sober CurIous Movement, a term signifying the questioning and curious attitude of youngsters' relationship with alcohol.
Experimenting with sobriety became a ‘thing’ and gained popularity at a speed comparable to the views on a viral post. The hashtag sobercurious has over 768k posts on Instagram, while the #sobercuriousmovement has roughly over 48k. There are roughly over 90K videos on TikTok with creators sharing their experience with the movement. The term Sober Curious was first coined by author Ruby Warrington, one of the leading voices of the new sobriety movement in 2016.
“How different would our lives be if we stopped drinking on autopilot? If we stopped drinking altogether? Really different, it turns out.
Really better,” says her book, a guide to choosing life hangover-free. Drawing on research, the book takes down myths that keep many youngsters drinking or take to drinking.
The availability of several non-alcoholic alternatives is yet another contributing factor. No and low alcoholic beverage market has helped bring about the shift and contribute to the rise of teetotalling. According to this year’s Drizly Consumer Trend Report (an online delivery platform facilitating the delivery of alcohol), 38 per cent of Gen Z respondents were more willing to try non-alcoholic drinks. A fraction significantly higher than other age groups.
So what next? Sober bars?
Propelled by the popularity of teetotaller culture, sober bars have slowly but gradually started finding a footing in the food and hospitality industry. An extension of cafes and with the identity and function of bars, sober bars are redefining nightlife. Sans Bar, the first non-alcoholic bar in North America has successfully remained in business since 2017. Located in Austin, Texas the upscale bar has been serving Texas popular drinks just shaken and stirred enough to not contain alcohol.
The Sans Bar Academy, with its structured 10-week course aimed at aspiring entrepreneurs to establish their own non alcoholic bottle shops, claims to have facilitated over 40 such successful startups. Those not drinking or those experimenting with sobriety have found similar addresses in sober bars now operating out of New York, Los Angeles, Sacramento and Omaha, among others.
Alcohol is definitely having a moment under the scanner from the zoomers, many of whom don’t think it is necessary to have a good time. Not all are drinking less, but many in fact are not drinking at all. More numbers than ever before.
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