Survey Finds Gen Z Most Likely to Drink at Summer Events While Prioritizing Moderation

A survey of 2,000 Americans aged 21 and older who drink alcohol found that most plan to consume alcohol at summer events while applying deliberate limits on their intake. The poll, conducted by Talker Research between April 10 and April 2026 and commissioned by the International Alliance for Responsible Drinking, showed that 86 percent of respondents expect to drink during summer celebrations.

Gen Z participants were the most likely to say they will drink while socializing this summer at 89 percent, followed by millennials and Gen X at 87 percent each and baby boomers at 81 percent.

Nearly half of all respondents, 49 percent, said they have become more intentional about drinking. Gen Z led this trend at 64 percent, compared with 49 percent of millennials, 43 percent of Gen X, and 39 percent of baby boomers. Emotional well-being was the top reason cited for moderate drinking at 30 percent, followed by preferring quality over quantity at 28 percent and seeking better sleep at 28 percent.

Women were more likely than men to rank better sleep as their primary reason, 43 percent to 30 percent.

When asked what will shape their drinking habits most this summer, 35 percent of respondents named moderation as the leading factor, ahead of taste at 33 percent. Only 4 percent said other people’s drinking habits would influence them most. Ninety-three percent of respondents said it is vital that their drinking choices remain self-directed.

Twenty-two percent said their drinking behavior is shaped by those around them.

Respondents reported concrete steps they intend to take. Fifty-two percent plan to drink slowly, 49 percent will eat before or while drinking, and 41 percent will arrange transportation home in advance. Thirty-seven percent said they will set a personal drink limit before going out.

Julian Braithwaite, president and chief executive officer of the International Alliance for Responsible Drinking, said moderation is becoming part of how consumers make choices about wellbeing, socializing and personal control.