After years of being viewed as the “sober generation,” Gen Z is changing up the narrative by going out more and sipping on boozy beverages.
Andrea Shipka, 27, is one of them. She says her peers are “for sure” drinking more.
“I’ve gone out more this year than any other year in my 20s,” Shipka said, adding that she typically goes out once or twice a week. Shipka, who is originally from Edmonton, is doing a stint in Paris.
New consumer research from alcohol data and analytics group IWSR shows that young people have indeed steadily increased their drinking habits. At 74 per cent, their drinking rate is nearly on par with the total adult population of 76 per cent. (Just three years ago, Gen Z stood at 66 per cent.)
The latest consumer data included surveys with some 32,000 respondents across 19 markets, including Canada, the U.S. and the U.K., and represented Gen Z, millennials, Gen X and boomers.
Its findings suggest that the youngest cohort is starting to catch up to older generations.
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Still, this generation has distinct drinking habits.
For example, the study found that Gen Z was more likely to follow public health advice related to alcohol, such as drinking in moderation. They also reported drinking cocktails more than other generations.
Shipka said she exclusively drinks in social contexts — and confirmed she and her friends don’t like to overdo it.
“With my friends that drink more, I also tend to see better control with knowing when you’re at your limit,” she said. “My friends typically won’t … black out or go over their limits.”
Gen Z drinking ‘starting a little later’
Industry experts say there are likely a few reasons that explain this uptick in drinking for Gen Z adults. For one thing, many Gen Zers came of age during the COVID-19 pandemic when lockdowns were in place, likely delaying their foray into drinking culture.
“There was, needless to say, a difficulty in drinking [at the time],” said Marten Lodewijks, IWSR president and managing director. “You’re not going out because you can’t.”
Canadian data says something similar. According to Statistics Canada, heavy drinking among 18- to 34-year-old regular drinkers has returned to pre-pandemic levels. (Heavy drinking is defined as at least four drinks for women and at least five for men per occasion. Regular drinking, meanwhile, is at least once a month in the last 12 months.)
However, Canadians generally are drinking less, the agency said, and they are seemingly more aware of the health risks associated with alcohol as one of the leading causes of preventable disease.
When it comes to Gen Z, Lodewijks says money may also play a role in their habits.
“Everything has become more expensive,” Lodewijks said, noting that alcohol is a discretionary expense.
Now that some Gen Z adults are in their late 20s, they likely have more disposable income to spend on going out, he added.
“There was a broad narrative that Gen Z are the lost generation — they don’t drink,” Lodewijks said. “It turns out that’s not true; they’re just starting a little later than other generations.”
Kirk Zembal, co-founder of Alberta-based brewery Blindman Brewing, told CBC News that he’s seeing similar trends, at least anecdotally.
Choosing to pass on alcohol continues to become increasingly normalized and socially accepted. Whether you are looking to change your alcohol consumption completely, or just cut back, there are more options available now than ever before.
“We have definitely seen a resurgence in Gen Z drinking,” Zembal said.
He said he believes young adults are reacting to being “overly online.”
“Folks are really starting to see the value — not that they didn’t see the value — of being more intentional about making sure they are socializing out in the real world,” he said. “Alcohol provides a social lubricant.”
Drinking no longer ‘the objective’
It seems like young adults are also frustrated with online dating and are instead opting for in-person introductions at a pub or bar, he said.
“There’s been a bit of a backlash against online dating,” Zembal said. “People are feeling discouraged…. They’re not having the kind of success and relationships they formed on online dating aren’t lasting.”
Just about everything these days happens through cellphones, including dating, with users just a swipe and a match away from potentially finding a long-term partner. But some young people are breaking up with their dating apps, citing the desire to find more authentic connections and the strain of not getting the desired results.
But even as Gen Z consumers reach for a pint or cocktail glass more often, Lodewijks said their attitude toward drinking culture is different from past generations.
“Drinking isn’t the objective,” he said.
That means that unlike millennials who go out specifically for a post-work beer or happy hour wine, Gen Zs are gathering for other reasons, and not necessarily just at bars or pubs. Alcohol may or may not be brought out at social events.
It’s simply an option, Lodewijks said.
“If you’re a producer or brand owner, you need to give them a good reason, a good product, that aligns with what they’re doing.”
Notably, millennials reported the highest alcoholic beverage consumption at 81 per cent, followed by Gen X at 77 per cent.
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