Gen Z — The Low-Alc Generation
As part of a global team of cultural analysts, I’ve recently studied the consumption habits of the new generation when it comes to alcohol and spirits. Turns out, the Gen Z’s are sobering up and in response, brands are getting creative. Here’s why.
Wether it’s St Patrick’s day that is sobering up, or drinking clubs like this one that set a more mindful tone around alcohol consumption, whether it’s the raise of low-alc beers or the highball cocktail hype, the trend is clear: there is more and more demand for alcohol free alternatives and it’s driven by the post-millenial generation.
Studies have shown that Gen Z, tend to drink less alcohol than previous generations, such as the millennials and Gen X. There are several reasons why this may be the case:
- Health and wellness: Gen Z tends to prioritize health and wellness, and they are more likely to be influenced by social media and online wellness trends. As a result, they may be more aware of the negative health effects of excessive alcohol consumption, such as liver damage, weight gain, and mental health issues.
- Economic factors: Globally, Gen Z is also facing economic challenges, such as student loan debt and a difficult job market, which may limit their disposable income and make it less affordable to purchase alcohol.
- Cultural shifts: There may be a cultural shift towards valuing experiences and social connections over alcohol consumption, with Gen Z choosing to spend time socializing and bonding over non-alcoholic beverages.
- Increased access to information: Gen Z has grown up with greater access to information, including information about the negative consequences of alcohol consumption, such as violence and addiction, which may make them more mindful of their drinking habits.
Overall, the trend towards lower alcohol consumption among Gen Z may be driven by a combination of health and wellness concerns, economic factors, cultural shifts, and increased access to information.
