Late nights at crowded bars. Rounds of shots. Waking up with foggy memories and Instagram posts you'd rather forget. For Gen Z, this isn't what a good time looks like anymore.

This generation is flipping the script on drinking culture, and it's not just about having less—it's about wanting more. More clarity. More authentic connection. More control over how they show up in the world.

The Stats Don't Lie

Here's the interesting part: Gen Z alcohol consumption actually increased from 66% to 73% between 2023 and 2025 among legal drinking-age consumers. But before you call it a comeback tour for traditional drinking culture, look closer at how they're drinking.​

Gen Z consumes about one-third less beer and wine than previous generations. Around 65% plan to drink less this year, and nearly 40% are choosing to live entirely sober. This isn't peer pressure or prohibition—it's intentional choice.​

Non-Alc/Low ABV Is the New Power Move

Walk into any trendy bar and you'll see it: beautifully crafted non-alcoholic and low ABV drinks with fresh herbs, botanical infusions, and serious flavor. These aren't consolation prizes. They're status symbols.​

The non-alcoholic beverage market is exploding, projected to hit £3.8 trillion globally by 2034. More than half of Gen Z drinkers regularly choose non-alcoholic beers or low-ABV cocktails when they're out. Social media has turbocharged this shift—35% of Gen Z tries these beverages because of what they see online. The #Sobriety hashtag alone has over 2.6 million posts.​

Mental Health Matters More

Gen Z has deprioritized alcohol because they've prioritized their mental health. Simple as that.

This generation experiences higher rates of anxiety and depression than those before them, but they're also more willing to talk about it and seek help. They understand that alcohol messes with mental clarity, emotional regulation, and sleep—all things they're actively trying to protect. Add in the reality that everything they do can end up online, and staying sharp makes even more sense.​

From Drinking Places to Doing Places

Gen Z would rather throw axes than throw back shots. Competitive socializing—think escape rooms, rock climbing, VR gaming, bowling, pottery classes—is where 93% of Gen Z spends their social time. Even wellness events are becoming the new nightlife, with sober raves, run crews, and movement classes seeing attendance surge by 146%.​

The vibe has shifted from "let's get wasted" to "let's get present."

The Bottom Line

Gen Z isn't rejecting fun. They're rejecting the idea that fun requires alcohol. This generation is confident enough to say: we can socialize without drinking, we can party without hangovers, we can enjoy nightlife without compromising our wellbeing.

Not drinking has become a sign of self-awareness, not social awkwardness. It's about alignment between values and behavior. And honestly? That's refreshing.​

Hear It From the Bartenders

Want to know what people pouring the drinks actually think about this shift? We talk to our Barfly Network from Hong Kong, Paris, Mexico, Italy, the US, and the UK about how Gen Z is changing everything about social drinking culture.

Watch our full musing video here: How Gen Z Is Redefining Social Drinking