Why Gen Z and Millennials Are Redefining Drinking Culture
In recent years, younger generations have been reshaping how we think about alcohol. Generation Z — those born from the late 1990s through the early 2010s — are drinking less overall than previous generations did at the same age. Australian research shows that Gen Z are nearly 20 times more likely to choose not to drink alcohol compared with Baby Boomers, suggesting this isn’t just a fad but a lasting cultural shift toward moderation and wellness.
Globally, surveys reveal that a significant portion of Gen Z either abstains entirely or drinks only occasionally, with health, mental wellbeing, and lifestyle priorities often cited as reasons for cutting back. Around 21.5% of Gen Z report not consuming alcohol, while many more drink infrequently — reflecting a broader move away from traditional drinking norms.
But it’s not just Gen Z leading the change — Millennials are also drinking less than older cohorts did in their youth, and they tend to prioritise quality over quantity when they do choose to drink. This generation is more likely to invest in premium, craft, or well-made beverages, seeking experiences that are thoughtful and intentional rather than simply about getting drunk.
Together, these shifts highlight a generational trend toward mindful consumption. Younger drinkers are redefining social rituals, valuing balance, wellness, and memorable moments over sheer volume — a change that’s influencing how the drinks industry innovates and markets its products.