Gen Z alcohol consumption in the U.S. - statistics & facts

The general consumption trends of Gen Z consumers are no less apparent when it comes to their alcohol preferences. Compared to previous generations, Gen Zers are more health-conscious and more interested in new experiences and new products. The emergence of these consumers has led to a shift in the alcohol industry where low and non-alcohol beverages are being increasingly introduced to the market as well alternative alcoholic beverages that seek to offer novel flavors.

Market landscape

According to the most recent figures on consumer expenditure, Gen Z consumers spent just over 2.2 billion U.S. dollars on alcohol in the United States in 2021, the smallest amount among all age groups. Many in the Gen Z demographic are of course still not of legal drinking age and those that are are relatively new work force entrants with low purchasing power. The bets made now by brands and marketers are for the future impact of these consumers as they mature into a larger spending bloc. When it comes to what variety of alcohol consumer in this demographic prefer, most volume is currently within spirits, although this segment actually shrank in 2022. The spirits share of alcohol consumption is also amongst the lowest for Gen Z consumers out of all age groups in the United States. Gen Zers are some of the biggest consumers of ready-to-drink alcohol, comprising the largest share of cider, and seltzer buyers.

Low and no-alcohol

Gen Z consumers are generally drinking less alcohol than older generations, a reflection of their attitudes towards health and wellness. In 2022, they were the fastest growing demographic of non-alcoholic drinks consumers. Among the reasons given for drinking less alcohol, wellness motivations, such as avoiding hangovers and long-terms health effects were common. When Gen Z consumers opted for a non-alcoholic alternative to an alcoholic beverage they likewise typically did so for reasons of health and not flavor preferences. As this generation continues to grow and gain a larger influence, it will be interesting to see if the industry can continue to adapt and offer consumers a reason to keep participating in the market.

This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.

Gen Z share of total U.S. alcohol expenditure: 4%

Largest alcohol segment for Gen Z: Spirits

Growth of spirits sales among Gen Z: -7.6%

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Alcoholic Beverages

Gen Z alcoholic beverage market share in the U.S. in 2022

Alcoholic Beverages

Gen Z alcoholic beverage sales growth in the U.S. in 2022

Alcoholic Beverages

Gen-Z preferences for alcoholic beverage alternatives U.S. 2021

Recommended statistics

Overview

Premium Statistic U.S. consumer expenditure on alcoholic beverages 2022, by generation
U.S. consumer expenditure on alcoholic beverages 2022, by generation
Total annual expenditure on alcoholic beverages per consumer unit in the United States in 2022, by generation (in million U.S. dollars)*
Premium Statistic Gen Z alcoholic beverage market share in the U.S. in 2022
Gen Z alcoholic beverage market share in the U.S. in 2022
Volume share of alcoholic beverages among Gen Z consumers in the United States in 2022
Premium Statistic Gen Z alcoholic beverage sales growth in the U.S. in 2022
Gen Z alcoholic beverage sales growth in the U.S. in 2022
Sales growth of alcoholic beverages among Gen Z consumers in the United States in 2022
Basic Statistic Alcohol use in persons aged 12 or older in the U.S. by age 2022
Alcohol use in persons aged 12 or older in the U.S. by age 2022
Current, binge, and heavy alcohol use in the United States in 2022, by age group*
Basic Statistic Binge alcohol use in persons aged 18-25 years in the U.S. by gender 2002-2022
Binge alcohol use in persons aged 18-25 years in the U.S. by gender 2002-2022
Binge alcohol use in the past month among persons aged 18-25 years in the U.S. from 2002 to 2022, by gender

Shopping behavior

Premium Statistic How Gen Z learns about alcoholic beverages in the U.S. in 2021
How Gen Z learns about alcoholic beverages in the U.S. in 2021
How do you learn about new beverages or beverage brands?
Premium Statistic Reasons why Gen Z chooses an alcoholic drink in the U.S. in 2021
Reasons why Gen Z chooses an alcoholic drink in the U.S. in 2021
Which of the following attributes, if any, do you consider when choosing an alcoholic beverage?
Premium Statistic Preferred alcoholic beverages to bring to a party as of 2021, by age
Preferred alcoholic beverages to bring to a party as of 2021, by age
What would you most likely bring to share at a party?
Premium Statistic Preferred alcoholic beverages to order at a restaurant in 2022, by age
Preferred alcoholic beverages to order at a restaurant in 2022, by age
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Alcoholic beverage segments

Premium Statistic Distilled spirit drinkers in the U.S. 2022, by age group
Distilled spirit drinkers in the U.S. 2022, by age group
Share of people in the United States who drink distilled spirits in 2022, by age group
Premium Statistic Tequila consumer share in the U.S. 2022, by age
Tequila consumer share in the U.S. 2022, by age
Share of tequila consumers in the United States in 2022, by age
Premium Statistic Ready-to-drink alcohol market share in the United States in 2022, by age and segment
Ready-to-drink alcohol market share in the United States in 2022, by age and segment
Market share of ready-to-drink alcohol in the United States in 2022, by age and beverage segment
Premium Statistic Spirits-based RTD alcohol consumer market share in the U.S. in 2022, by age
Spirits-based RTD alcohol consumer market share in the U.S. in 2022, by age
Market share of spirits-based ready-to-drink alcoholic beverage consumers in the United States in 2022, by age
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Leading hard seltzer brands Twitter user age share 2010-2021
Age share of hard seltzer engagers on Twitter from 2019 to 2021, by brand*
Premium Statistic U.S. wine sales share 2022, by age
U.S. wine sales share 2022, by age
Wine sales share in the United States in 2022, by age
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U.S. non-white wine consumers in 2021, by age
Share of non-white wine consumers in the United States in 2021, by age
Premium Statistic U.S. wine DTC sales share 2007-2021, by age
U.S. wine DTC sales share 2007-2021, by age
Direct-to-consumer wine sales share in the United States from 2007 to 2021, by age
Premium Statistic U.S. wine club share 2022, by age
U.S. wine club share 2022, by age
Wine club membership distribution in the United States in 2022, by age

Non-alcoholic beverages

Premium Statistic Non-alcoholic drinks consumption increase U.S. 2022, by age
Non-alcoholic drinks consumption increase U.S. 2022, by age
Share of consumers drinking more non-alcoholic drinks than the year prior in the United States in 2022, by generation
Premium Statistic Non-alcoholic drinks increased consumption reasons U.S. 2022, by age
Non-alcoholic drinks increased consumption reasons U.S. 2022, by age
Reasons for consumers drinking more non-alcoholic drinks than the year prior in the United States in 2022, by generation
Premium Statistic Dry January participation U.S. 2024, by age
Dry January participation U.S. 2024, by age
Intent to participate in Dry January in the United States in 2024, by age
Premium Statistic Alcohol replacement in Dry January U.S. 2023, by age
Alcohol replacement in Dry January U.S. 2023, by age
Use of replacements for alcohol by Dry January participants in the United States in 2023, by age
Premium Statistic Reasons Gen-Z abstained from alcohol consumption U.S. 2021
Reasons Gen-Z abstained from alcohol consumption U.S. 2021
Reasons Generation Z abstained from drinking alcohol in the United States in 2021
Premium Statistic Reasons Gen-Z does dry January U.S. 2021, by gender
Reasons Gen-Z does dry January U.S. 2021, by gender
Reasons Generation Z participated in dry January in the United States in 2021, by gender
Premium Statistic Gen-Z preferences for alcoholic beverage alternatives U.S. 2021
Gen-Z preferences for alcoholic beverage alternatives U.S. 2021
Preferred alternatives to alcoholic beverages among Generation Z in the United States in 2021
Premium Statistic Location preference for alcohol-free beverage consumption U.S. 2023, by age
Location preference for alcohol-free beverage consumption U.S. 2023, by age
Likelihood of trying non-alcoholic or alcohol-free beverages in the home versus at a restaurant in the United States in 2023, by age

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Key figures

The most important key figures provide you with a compact summary of the topic of "Gen Z alcohol consumption in the U.S." and take you straight to the corresponding statistics.

Market share of Gen Z tequila consumers
6.5%
Detailed statistics
Tequila consumer share in the U.S. 2022, by age
Market share of Gen Z wine drinkers
21%
Detailed statistics
U.S. wine sales share 2022, by age
Market share of Gen Z spirits-based RTD consumers
6%
Detailed statistics
Spirits-based RTD alcohol consumer market share in the U.S. in 2022, by age