Gen Z Drinking Rate Rises to 74 Percent in Past Six Months

Business Insider reported that 74 percent of Gen Z adults said they had consumed alcohol in the past six months, according to data from IWSR. The share rose from 66 percent three years ago. The total adult population rate stood at 76 percent and remained unchanged over the same period.

Millennials recorded the highest rate at 81 percent, followed by Gen X at 77 percent and Baby Boomers at 71 percent. Gen Z drinkers consumed cocktails at higher rates than other generations and drank more often in groups. They purchased fewer drinks by volume but selected higher-priced and stronger options.

Marten Lodewijks, president and managing director of IWSR, said Gen Z members came of age during pandemic restrictions that limited typical social settings. He added that they approach drinking decisions with attention to the specific occasion. Dave Williams, an alcohol industry analyst and consultant, said surveys showed young adults expressed fear, unfamiliarity, or uncertainty about alcohol that delayed their entry into the category.

Clement Pappas, CEO and cofounder of Stateside Brands, said his company's ready-to-drink products combine familiar flavors such as iced tea or lemonade with vodka. Pappas also noted a California bar owner who reported confiscating more fake IDs than in prior periods.

The data indicate Gen Z drinkers remain selective about price and strength while participating at rates approaching the broader adult population.