Inspired by Kantar’s Gen Z and Alcohol Report (Feb 2025), we dug deeper into what’s driving this shift and how brands can adapt.

For decades, drinking has been central to social life. But Gen Z is breaking the trend – 60% now abstain from alcohol, compared to 40% of the general population. Even those who do drink are doing so less frequently and more intentionally. 

This shift isn’t just about personal preference – it reflects deeper cultural changes around wellness, image, and social dynamics. And for brands, it signals a wake-up call to rethink engagement with this audience. 

So, why is Gen Z drinking less?

A few key factors why alcohol just isn’t hitting the same: 

• Image-Conscious Culture: Growing up in a digital world, Gen Z is highly aware of how they’re perceived. 44% say others’ opinions on their appearance matter, compared to 31% of older groups. The risk of an embarrassing viral moment? Not worth it.
• Wellness Priorities: Alcohol doesn’t align with Gen Z’s focus on mental health, fitness, and self-care. They’re 30% less likely than older drinkers to drink at home to “relax”.
• Changing Social Norms: Drinking is no longer a prerequisite for socialising. With more entertainment available at home, Gen Z introverts are 22% less likely to drink than the general population.

The rise of non-alcoholic alternatives 

Drinking less doesn’t mean missing out of social experiences. It means seeking better alternatives.  

Non-alcoholic brands are booming: 

🍸 Martini Non-Alcoholic? Up 70%. 

🌱 Ceder’s? Up 36%.  

This shift isn’t about sobriety – it’s about choice. Gen Z still enjoys the ritual of drinking but wants options that fit their lifestyle.  

Ways for brands to adapt

• Offer choice: Whether it’s non-alcoholic options or low-ABV drinks, Gen Z values flexibility, not all-or-nothing messaging.
• Align with their values: Authenticity, wellness, and image-conscious branding will resonate far more than outdated slogans about “letting loose.”

The shift in drinking habits isn’t just a passing phase – it’s a transformation in how young people approach alcohol and socialising. And for brands that get it right, the opportunity has never been greater. Brands that embrace choice, experience and authenticity will be the ones that thrive.