Gen Z + Alcohol Trends: 25/26
Published 25 June 2025
Despite enthusiasm around sober curiosity, Gen Z isn’t turning its back on alcohol entirely – far from it. Globally, young drinkers are reframing drinking culture, favouring quality over quantity, bold flavours, and socially shareable experiences. From craft cocktails and ‘swicy’ wines to fruit-forward beers, Gen Z is embracing alcohol that feels expressive, novel and culturally relevant.
Creating New Drinking Cultures
Gen Z’s Global Snapshot
The New Social Sip
Younger consumers are redefining how alcohol is enjoyed globally, merging tradition with experimentation and social connection. From low-commitment wine clubs to new ways with cognac, Gen Zers favour playfulness, discovery and big flavour. Their curiosity is pushing brands to innovate beyond classic categories and formats, tapping into wider lifestyle trends and social media.
Younger consumers are redefining how alcohol is enjoyed globally, merging tradition with experimentation and social connection. From low-commitment wine clubs to new ways with cognac, Gen Zers favour playfulness, discovery and big flavour. Their curiosity is pushing brands to innovate beyond classic categories and formats, tapping into wider lifestyle trends and social media.
Gen Z in emerging markets is energising the alcohol landscape with a focus on quality, variety, and experience. In India, young professionals are embracing artisanal spirits and craft gins, while South Africa’s youth are driving premium spirits growth. Meanwhile, young Brazilians favour colourful cocktails, and young Chinese women are boosting wine consumption.
As explored in Gen Z Leisure Trends, many Gen Zers are diversifying from traditional nightlife (for instance, clubbing) – nudging alcohol brands into more low-key social settings and hybrid bar spaces. Here, the at-home bar and entertainment setting remains a lucrative opportunity for drink brands to show up and create excitement. See also Gen Z Food & Drink Trends: 25/26.
Gen Z + Alcohol Trends: 25/26
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