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.