SO… GEN Z IS DRINKING AGAIN?

If you’re part of the food and drinks universe, you’ll know that there’s been a lot of talk over the past few years about Gen Z turning away from alcohol and the rise of no & low. And for good reason…it’s true. Drinking dropped, and a more mindful, selective culture took its place.

But now, a new wave of headlines is rolling in. Gen Z is drinking again! According to the IWSR, 76% of Gen Z who are of legal-drinking-age in the UK have consumed alcohol in the past six months, a noticeable increase from previous years. As Shay Waterworth points out in Drinks International, this isn’t about Gen Z suddenly drinking more than anyone else – it’s about participation rates normalising with the wider population, while the real story lies in how moderation looks today.

I’m a “Zillennial” (cringe), somewhere between the French-tuck-loving millennials and the pickle-obsessed Gen Z crew. And I can say, honestly, it makes sense. There are nights when I want a fun cocktail with friends, and nights when the idea of drinking feels completely off. Both things can be true. They often are.

And honestly, that makes sense. A lot of what’s been written off as “Gen Z being different” is actually just about life stage and our exposure to this reality through social media and the media in general. As Olly Wehring notes in Global Drinks Intel, it’s less a generational crisis and more about the fact that so many of us are still early in our careers, living with parents or in tiny overpriced city flat shares, and navigating tighter budgets. That naturally changes how, when, and what we drink.

So, the idea that Gen Z is “drinking again” is just a quiet shift towards balance. 20-somethings aren’t ditching sobriety, they’re giving themselves options. This is the bit that feels most relevant from where I sit. When we go out, we’re not thinking in strict lines like “I only drink X” or “I’m sober now.” It’s more fluid than that.

Low & no drinks are still part of everyday life – just more integrated and less labelled. Whether it’s Brooklyn Brewery’s Special Effects IPA with a burger on a weeknight, JARR Kombucha at a picnic or in a mocktail, or a fizzy drink for the pure joy of it, low & no drinks are sticking around. They’ve become part of the social mix, just like any other drink. But alongside them, alcohol is back in rotation. Not in a big, chaotic way, but in a more balanced, thoughtful one.

Among friends, it’s a bit of everything. We’re still ordering pints – but often they’re fruitier, lighter and more sessionable, like a Brooklyn Brewery’s Playa de Brooklyn. Canned cocktails are also a staple, especially Funkin’s Blue Raspberry Martini or Havana Club Tropical Mojitos for pre-drinks, or anything new that’s popped up on TikTok like BuzzBalls.

We’re also seeing frozen drinks at festivals again, highballs at rooftop bars, and colourful cocktails popping up on IG stories. And if one person’s doing a sober month, no one really makes a thing of it – they just bring their own low-alc bevvy, or sip something fun like a flavoured sparkling water without fuss.

On social, you’ll see people like @tobvymakesdrinks or @cripandip showing off their drink du jour – whether that’s a matcha cocktail paired with carbs (which are so in – check out our blog post on this here), or an experimental wild garlic martini in the backyard. There’s a mix of DIY cocktails and bar culture, with a real lean into aesthetics: the glassware, the garnish, the setting. To us, it’s all about VIBES

It seems to be a mix of things: a little more disposable income as more of us enter full-time work, a desire to make nights out feel a bit more celebratory, and a shift away from labels and extremes. As Melita Kiely points out in The Spirits Business, moderation isn’t just a Gen Z thing – it’s a long-term factor across all age groups. But naturally, as more of us step into full-time work, drinking creeps up too… just like it did for Millennials. After work drinks anyone?

There’s also an emphasis on flavour. Colourful, nostalgic, convenient. We’re drawn to drinks that feel fun and suit the moment. Not necessarily high-end or high-ABV – just enjoyable. Something with a bit of personality, that feels social and intentional.

But what stands out most is the openness. It’s okay to drink. It’s okay not to. And both choices feel equally valid, period.

If there’s one thing all fonts of Gen Z humans have in common, it’s that we’re all about balance and boundaries. No & low is not going anywhere, it’s just no longer the full story when it comes to Gen Z’s top choices. It’s one piece of a broader, more flexible picture. One where the drink you reach for depends on the night, the mood, and the people you’re with. And right now? That is so okay.

Want to stay on top of cultural shifts like this? At R&T we help brands cut through the noise to understand what consumers are really drinking – and why. Get in touch if you’d like to chat.