A recent global study by IWSR Bevtrac in September 2025 has revealed a shift in alcohol consumption habits among young adults, particularly Generation Z.
Covering 15 international markets, the report highlights changes not only in participation rates but also in the way younger consumers approach drinking, suggesting a move toward greater selectivity and conscious choices.
The data indicates that Generation Z’s alcohol consumption has slightly increased, rising from 72% in September 2023 to 74% in September 2025. Growth is most evident in markets such as Taiwan, the United Kingdom, India, Brazil, and France. Interestingly, in East Asian countries like Taiwan and China, young adults now consume alcohol at levels higher than the total adult population, showing a remarkable cultural shift in drinking behavior.
Despite this increase in participation, Generation Z is drinking less variety per occasion. The average number of beverage categories consumed has dropped from 2.8 to 1.8 over the past two years, reflecting a preference for familiar or favorite drinks rather than experimenting with multiple types in a single social setting. This trend is particularly pronounced in Brazil, India, Mexico, and Spain, where young adults tend to focus on fewer drinks when going out or meeting friends.
Social venues remain an important part of the drinking experience. The report shows that 46% of Generation Z visited a bar or restaurant the last time they drank alcohol, compared to 39% of all consumers. This preference for drinking outside the home is widespread across Europe, North America, Australia, South Africa, and Japan, while in China, home consumption remains dominant. These findings underscore that, while the types of beverages may narrow, the social aspect of drinking remains strong among younger adults.
The study also explores trends in temporary abstinence. While Generation Z was once considered a leader in moderation and alcohol-free periods, the latest data suggests a shift toward shorter breaks. In September 2025, 53% of young adults reported abstaining from alcohol for a recent period, though only 28% said they had gone a month or longer without drinking—a decline from 30% the previous year. This trend is particularly evident in Australia, the UK, Italy, and France, signaling that the focus may now be on moderation and selective drinking rather than extended abstinence.
Overall, the report concludes that Generation Z is reshaping alcohol consumption. Participation rates remain stable or show a modest increase, but young adults are drinking fewer types of beverages per occasion and are reducing the length and frequency of alcohol-free periods. These insights point to a more conscious, selective, and socially driven approach to alcohol consumption, signaling a new era for the global beverage market.
Source: Vinetur/IWSR
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