Gen Z Alcohol Consumption Remains Strong, According to New Survey

A recent consumer study highlights the continued importance of younger generations in the alcohol market. According to research conducted by EY and reported by Park Street, Gen Z alcohol consumption remains notably high in the United States.

The survey found that 80% of Gen Z consumers drink alcoholic beverages at least once every two weeks. Meanwhile, 75% of Millennials report the same level of participation. In comparison, only 65% of the overall drinking-age population consumes alcohol at that frequency.

These figures demonstrate how younger consumers continue to play a critical role in shaping the future of the beverage industry.

Digital Discovery Reshapes Gen Z Alcohol Consumption

At the same time, digital tools increasingly influence how consumers discover beverages.

According to the survey, 27% of US consumers used AI-powered beverage recommendations during the past year. This shift highlights the growing role of technology in purchasing decisions.

Younger consumers lead this trend. Many members of Generation Z discover drinks through digital ecosystems, including:

• Online grocery recommendations (19%)
• Fitness apps (17%)
• Loyalty programs (16%)

These platforms shape shopping habits by suggesting products that align with personal preferences and lifestyle choices.

Wellness Trends Influence Gen Z Alcohol Consumption

In addition to technology, wellness concerns increasingly shape how consumers choose alcoholic beverages.

The survey from EY revealed that 58% of US consumers actively monitor the ingredients in the drinks they purchase. At the same time, 52% say they will pay more for products that offer wellness-related benefits.

Sugar reduction plays a particularly important role. According to the research, 66% of consumers prefer lower-sugar or lower-calorie beverages when selecting alcoholic drinks.

These findings suggest that health-conscious behavior now influences the premiumization trend across the beverage sector.

What the Data Means for the Industry

Taken together, these insights reveal three powerful forces shaping the market: strong participation from younger drinkers, rapid growth in digital discovery, and a rising focus on wellness.

For brands, these trends create opportunities to connect with consumers through transparency, innovation, and personalized recommendations.

As Gen Z alcohol consumption continues to drive engagement, companies that adapt to these evolving expectations may find new pathways for growth in an increasingly competitive market.

Source of Information

Park Street University Article — 80% of Gen Z, 75% of Millennials Drink Alcohol Bi-Weekly, written by staff

The image of the article is courtesy of © Jacob Lund via Canva.com