The Decline of Alcohol Consumption Among Gen Z

Over the last four years, the alcohol industry has lost more than 830 billion dollars, and a large part of this drop is due to a strong shift in the habits of Generation Z.  

Surveys such as the one by CGA by NIQ indicate that young people are drinking less than previous generations, whether for health, personal preference, or because they simply do not see alcohol as something central to their social life. Instead of spending on drinks, many choose experiences such as trips, events, or wellness activities.  

This scenario has reduced the demand for beer, wine, and liquor, forcing big brands to rethink how they sell and to launch products with low or even zero alcohol content so as not to lose relevance among consumers in this generational group.