'generation of moderation' no more: gen zers drink as much as the rest of society, report shows
3 minute read
generation zers have a greater interest in cocktails than any other generation.
romain maurice/getty images
gen z isn’t the teetotalling generation after all, according to new data. they just took some time to catch up to the rest of the drinking population, and their influence is reshaping the alcohol industry.
as a larger proportion of gen zers reaches legal drinking age, the gap between them and drinkers at large “appears to have almost completely disappeared.” the report from iwsr, a leading alcohol data provider, dispels the myth that younger people imbibe less.
“they’re late to the party, they’re not skipping the party,” marten lodewijks, iwsr managing director and president, told business insider.
at 81 per cent, millennials are still the heaviest drinkers of all, followed by gen x at 77 per cent, but the report found that the drinking rate among gen zers of legal age in 15 key markets — including canada — has increased. up from 66 per cent three years ago to 74 per cent, it’s now roughly the same as the overall drinking rate (76 per cent), which has remained stable.
“the narrative that gen z is the generation of moderation is now conclusively debunked,” lodewijks said in a statement. gen zers are finding their own ways of engaging with alcohol, but the evidence suggests that they enjoy drinking roughly as much as the rest of society.
gen zers are, however, drinking differently. the report found that drinkers in this cohort are the most likely to heed government health guidance around alcohol (49 per cent). they’ve taken a greater interest in cocktails than any other generation, with 84 per cent saying they’ve had one in the past six months. they’re also sociable drinkers. gen zers are the most likely to report imbibing with groups of five or more people on their last occasion (18 per cent).
digital entertainment dominates much of their leisure time, but drinking remains relevant to social settings, lodewijks said. gen zers favour mixed cocktails, ready-to-drink beverages and zero-proof alternatives that provide the experience of alcohol without compromising control.
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“they’re much more kind of thoughtful about what they drink relative to the occasion. if it fits, they’ll pay for it,” lodewijks told business insider.
at the other end of the spectrum, baby boomers are slowing down. they imbibe the least of any generation, and when they do partake, they consume fewer drinks (an average of 2.6 per occasion). lodewijks credits boomers’ moderation to cost considerations and lifestyle changes, such as health issues and fewer opportunities to socialize.
as people reach their 60s and 70s, it’s typical for drinking to diminish, but the report shows a bigger drop than expected. “if this trend continues, it may actually be the boomers, not gen z, who deserve the title ‘generation of moderation,'” said lodewijks.
according to iwsr data released in june, beverage alcohol volumes declined for the third consecutive year in 2025. the new report suggests that though people aren’t giving up alcohol altogether, they are drinking it more intentionally.
moderation is now the default frame of mind across generations. the report found that most drinkers in every market except china (where there were moderate gains) are actively choosing to drink less.
while the overall drinking rate has remained consistent over the past three years, there were “meaningful declines” in the frequency and the amount imbibed on each occasion.
“this is almost certainly down in part to continued economic uncertainty, but there is growing evidence that where incomes are rising, beverage alcohol consumption does not keep pace,” said lodewijks. “the moderation trend increasingly appears to be driven by lifestyle choices, resulting in a structural, rather than cyclical, change.”
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