A recent survey from the IWSR Bevtrac has revealed a notable rise in alcohol consumption among Gen Z adults, challenging the stereotype that they are largely abstaining from drinking. Conducted in March 2025, the survey found that 73% of Gen Z individuals reported consuming alcohol in the previous six months, an increase from 66% two years prior.
The survey included adults of legal drinking age from 15 different markets, defining Gen Z as those up to 27 years old. In the United States, alcohol consumption within this age group rose sharply from 46% in 2023 to 70% in 2025. Similar increases were reported in the UK, where it jumped from 66% to 76%, and in Australia, from 61% to 83%.
The survey also indicated that overall, 78% of all age groups surveyed reported drinking alcohol in the past six months, suggesting that Gen Z’s drinking habits are gradually aligning with those of older generations. However, Gen Z remains more inclined towards intermittent abstinence compared to other age groups.
Richard Halstead, COO of Consumer Insights at IWSR, noted that the trend towards moderation in drinking has been growing across all demographics. He remarked that the notion of Gen Z being fundamentally different in their drinking habits is not supported by the evidence.
One potential reason for the increased alcohol consumption among Gen Z may be rising disposable incomes, as more members of this generation enter the workforce and earn higher wages, a trend that mirrors the experiences of Millennials in previous years.
While the overall global wine consumption has declined to its lowest levels since 1961—due to economic pressures and long-term lifestyle shifts—there is a noticeable upswing in interest for alcohol-free alternatives. This suggests that even within the drinking cohort, there is a growing emphasis on moderation.