Changing Drinking Habits Among Gen Z
It seems that Gen Z isn’t completely giving up alcohol, but rather rethinking how they enjoy it. Industry experts suggest that younger people are shifting towards more social day drinking—think brunches, backyard hangouts, and beach days—rather than traditional night outings at bars.
According to a Bacardi survey conducted in 2026, about 34% of legal-age Gen Z individuals prefer sipping on drinks early in the evening instead of late at night. This trend indicates a more intentional approach to drinking, which some have described as “drinking early in the night.”
Changing Social Dynamics
Brandi Rand, vice president of hospitality at Questtex, mentioned that this generation’s social habits revolve around activities like games and workouts, rather than solely focusing on beverages. To her, drinks don’t define the social experience; they enhance it.
Caroline Begley, vice president of marketing at Pernod Ricard USA, echoed this sentiment, noting that Gen Z prioritizes community and connection, selecting drinks that match their lifestyle choices. Brunch, in particular, has reemerged as a significant cultural event—not just a meal but an experience.
There’s also a notable eagerness for outdoor activities. Whether at festivals or beach gatherings, younger consumers are leaning towards light, refreshing beverages that fit a laid-back environment.
The Shift in Beverage Choices
As the drinking culture evolves, brands are adapting their offerings. For example, Pernod Ricard’s product range includes brunch options like Absolut Tabasco and ready-to-drink blends such as Malibu & Dole, tailored for casual settings.
Low-alcohol options and non-alcoholic alternatives have become increasingly popular too. It seems that many young people feel the tug-of-war between maintaining a social life and prioritizing health, with nearly half admitting that health messaging encourages them to drink less.
Molly Horn, a principal mixologist, states that by drinking earlier, many opt for milder beverages and tend to end their outings earlier, which often supports better rest and decision-making. She notes that this generation appears to prioritize flavor over alcohol content.
Interestingly, though overall alcohol consumption might be declining, when Gen Z does choose to drink, they often go for higher-quality options. As Anthony Aviles, food and beverage director at Rittenhouse Hotel in Philadelphia, puts it, the era of party drinks like Red Bull and vodka is behind us.
The Future of Day Drinking
This shift toward earlier drinking and lighter beverages seems to help younger individuals avoid hangovers, leading to a preference for daytime socializing. There’s even growing demand for low-alcohol cocktails and mocktail options in the market.
Data from the IWSR, a global beverage research company, reveals that Gen Z drinking is on the rise, challenging the perception that they are moving away from alcohol. Richard Halstead, COO of consumer insights at IWSR, noted a resurgence in outings and spending among this demographic, suggesting that they’re not abandoning alcohol after all.
So, it appears that Gen Z is finding their own unique path when it comes to alcohol—one that emphasizes connection, quality, and perhaps a touch more sunlight.
