Why is Gen Z Really Drinking Less? And How Non-Alc Brands Can Respond
Dry Atlas
APRIL 29, 2025
Gen Z is drinking less alcohol than previous generations. That much, we know. But the why behind this trend is more nuanced than the usual headlines about health consciousness and sober curiosity suggest. A 2023 Gallup survey found that just 62% of adults under 35 say they drink alcohol, down ten points from two decades earlier. And while many are quick to attribute this shift to a newfound obsession with wellness, the real picture is more complicated.
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