New data shows Gen Z adults are increasing their alcohol consumption globally, challenging beliefs that younger generations are abandoning alcohol due to cultural trends.
Despite taking blame for the alcohol industry’s global slump, new data reveals that Gen Z adults are actually drinking more – not less – than before.
According to drinks data and analytics provider IWSR, zoomers ranging from legal drinking age to age 27 (LDA+) increased their alcohol consumption from 66% in April 2023 to 73% in March 2025, indicating they haven’t changed their habits as a result of healthy lifestyles or cultural trends as initially suspected.