Emerging data suggests a notable shift in the alcohol consumption patterns of Generation Z. While often perceived as a generation inclined towards sobriety, a comprehensive international survey conducted by the IWSR Bevtrac research group indicates a growing engagement with alcoholic beverages among young adults. The March 2025 survey, encompassing individuals up to 27 years old across 15 global markets, found that 73% of Gen Z adults reported consuming alcohol within the preceding six months, a substantial increase from 66% just two years prior. This upward trend was particularly pronounced in key regions like the US, where figures rose from 46% to 70%, and Australia, which saw an impressive jump from 61% to 83%, challenging earlier assumptions about this demographic's drinking habits.

Despite this rise, it's important to note that Gen Z's overall alcohol consumption remains slightly below the broader adult population, where 78% reported drinking in the past six months. However, the IWSR suggests that Gen Z's patterns are increasingly converging with those of older generations as they enter their twenties. A key characteristic distinguishing this cohort is their propensity for 'sober interludes' or 'intermittent abstinence,' reflecting a global trend towards moderate drinking. Richard Halstead, IWSR's chief operating officer of Consumer Insights, highlights that the notion of Gen Z being fundamentally different in their drinking habits is not supported by evidence. He posits that increased disposable income, as more Gen Z individuals enter and advance in the workforce, likely plays a significant role in their evolving consumption, mirroring the trajectory of Millennials before them.

This evolving landscape of alcohol consumption among younger generations offers a nuanced perspective on societal trends. It demonstrates that while preferences and habits may evolve, fundamental human inclinations and the influence of economic factors often remain consistent across generations. The rise in Gen Z's alcohol consumption, while still embracing moderation, underscores the dynamic nature of lifestyle choices and the importance of adapting research and understanding to reflect these changes. It reinforces the idea that young people, like all individuals, navigate a complex interplay of personal choices, social influences, and economic realities, ultimately shaping their engagement with various aspects of life, including their drinking habits.