The Myth: “Gen Z Is Going Dry”
Media stories in 2021-2023 highlighted sober-curious college kids and the rise of Dry January. Legacy beverage producers leaned on those headlines as convenient cover for flat or declining sales. The narrative was simple: young people are not drinking, so the category decline is inevitable.
The Reality in 2025
New data shows Gen Z is in fact drinking. While their relationship with alcohol is different from previous generations, the reports of their sobriety have been greatly exaggerated. They are more intentional about what they drink, when they drink, and why they drink. They gravitate toward quality over quantity, premiumization over volume.
What This Means for Brands
The brands that win with Gen Z are the ones that meet them where they are. This generation discovers brands on social media, values authenticity and transparency, and expects a seamless digital experience. They are less loyal to legacy brands and more open to trying something new, especially if the brand story resonates.
The Opportunity
For emerging alcohol brands, Gen Z represents a massive opportunity. They are the largest generation in history, they are reaching legal drinking age in increasing numbers, and they are digitally native. Brands that invest in DTC channels, social media presence, and authentic storytelling will capture their attention and their wallets.