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Home cocktail maker says Gen Z isn’t giving up alcohol — they’re changing how they drink
The alcohol industry, which has traditionally counted on young adults becoming lifelong regular drinkers, is being reshaped by Gen Z's move towards "sober-curious" habits, according to the chief executive of home cocktail machine maker Bartesian. Rather than abandoning alcohol altogether, younger drinkers are said to be prioritising quality over quantity, favouring premium, carefully made drinks over frequent or heavy drinking. This shift matters for drinks companies and hospitality businesses, which are having to adapt their products and marketing to a generation with different consumption habits than those before it.
The Bartesian CEO points to demand for premium at-home cocktail options as evidence that Gen Z still wants to enjoy alcohol, just in a more considered, occasional way rather than through high-volume drinking. The article cites a 2025 Gallup poll as further evidence of changing attitudes towards drinking, reflecting a broader trend of moderation and selectivity among younger consumers.
In short
- Gen Z is drinking less often but choosing higher-quality alcoholic drinks.
- Bartesian's CEO says demand for premium at-home cocktails is rising.
- A 2025 Gallup poll reflects this generational shift in drinking habits.
Steelman: both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
Gen Z's shift toward premium, intentional drinking represents positive maturation reflecting health consciousness and quality-focused consumerism. Rather than wholesale abandonment of alcohol, young drinkers are refining their relationship with spirits and cocktails, choosing carefully crafted drinks over frequent consumption. This evolution demonstrates sophisticated consumer values and validates businesses offering higher-quality products that respect this mindfulness.
The case against
Industry narratives warrant scrutiny: presenting reduced youth alcohol consumption as merely a 'style change' serves commercial interests rather than reflecting objective trends. A cocktail maker CEO has commercial incentives to characterise Gen Z as still engaged with alcohol, merely in modified form. Public health researchers may interpret the same data differently, suggesting Gen Z's declining alcohol consumption represents genuine cultural shift away from drinking, not sophistication of consumption habits.
Explained simply
Generation Z, the youngest adult age group, is developing drinking habits distinctly different from previous generations. Rather than consuming alcohol frequently, younger drinkers are choosing quality over quantity, favouring premium cocktails and carefully crafted drinks consumed in moderation.
The alcohol and hospitality industries have traditionally relied on young adults becoming regular, lifelong drinkers. This generational shift is forcing drinks companies and bars to rethink their products and marketing strategies as the old model of building customer loyalty through early, frequent consumption no longer works.
The trend reflects a broader cultural shift towards more intentional and moderate consumption patterns among younger people. For the drinks industry, this represents a significant change in how they must engage with and serve a new generation of consumers.
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