It turns out Gen Z’s anti-alcohol reputation might have been overblown.
What happened: A new global survey found that 73% of Gen Z adults drank alcohol in the past six months, up from 66% two years ago. That’s the biggest increase of any generation over that span.
- The research, which looked at the top 15 drinking markets in the world (including Canada), undermines the narrative that young people aren’t interested in booze.
- Diageo, the owner of brands like Guinness and Smirnoff, has its own data that backs up the study’s findings. The company found that while Gen Z drink less often than older generations, they have longer social gatherings that, naturally, require more booze.
Why it matters: For years, alcohol companies and bars panicked over what looked like the start of a generational shift away from drinking. Now, it seems that the real threat to the industry wasn’t changing values — it was just tight wallets.
- The report showed that with more Gen Z adults entering the workforce and earning higher incomes, their drinking habits are actually pretty similar to other generations.
Zoom out: Even with their health-conscious and sober-curious tendencies, young folks are willing to spend big bucks on premium, Instagrammable drinks. While legacy booze companies may continue to struggle, the door is wide open for startup brands that lean into the types of aesthetic, lifestyle-forward beverages that young people clamour over.—LA