BREAKING: Young Adults Still Drink. Just Not the Way You Think.

For years, the narrative around young adults and alcohol has been largely one-dimensional: "Gen Zers and millennials are drinking less." But that framing misses the bigger picture. Young consumers aren’t rejecting alcohol outright; they’re simply approaching it differently. They’re more intentional about when, where, and why they drink; exploring alcohol alternatives; and challenging the idea that every social event needs to revolve around booze.

To better understand these shifts, we surveyed over 3.6k respondents through our proprietary insights community, The Breakroom. The results reveal a generation that isn’t necessarily drinking less, but drinking differently. 

Yes, Young People Are Drinking. They’re Just Doing It On Their Own Terms.

Despite the perception that younger generations are moving away from alcohol, 90% of respondents under 35 have consumed alcohol in the past six months, and 89% say they plan to continue doing so, slightly more than those 35+ (86%). However, the motivations behind their drinking habits differ significantly from those of older generations.

For younger drinkers, alcohol isn’t an everyday wind-down ritual like it is for those 35 and older. While nearly half (49%) of older respondents drink to relax after work, younger drinkers are far more likely to reserve alcohol for special occasions (88% vs. 72% among those 35+). This signals a shift from habitual drinking to event-driven consumption, where alcohol is a social enhancer rather than a routine indulgence.

Where and How They Buy Alcohol Is Also Changing

Younger consumers are more likely to buy alcohol in social settings, with 80% purchasing drinks on-premise at bars and restaurants, compared to 65% of those 35+. Their purchasing behavior also extends to concerts and sporting events (43% vs. 28% among older consumers), as well as convenience-based locations like grocery stores and gas stations (60% vs. 51%). This reinforces the idea that alcohol consumption for young adults is more experiential and centered around shared, in-the-moment occasions, rather than solo consumption at home.

Social media plays an outsized role in influencing these purchases, with 27% of young consumers discovering new alcoholic brands through platforms like Instagram and TikTok, compared to just 19% of those 35+. Influencers and celebrity endorsements also hold significantly more sway among younger consumers (13% vs. 6%), while traditional discovery methods like brand websites or product review videos barely register for either group (<5%).

For brands looking to connect with young drinkers, this means traditional advertising channels may not be enough. The key to winning over these consumers lies in creating engaging, shareable, and experience-driven marketing that resonates in digital-first spaces.

The Rise of “Sober Curiosity” and Alcohol Alternatives

While younger consumers are still drinking, many are also exploring alcohol alternatives at a higher rate than previous generations. Nearly half (48%) consider themselves “sober curious,” meaning they are actively interested in cutting back on alcohol without committing to full sobriety. Additionally, 50% of those under 35 have tried alcohol-alternative beverages, compared to 45% of those 35 and older.

When choosing alternatives, Athletic Brewing has emerged as a standout, with 48% of young consumers having tried their non-alcoholic beer. But the motivation for exploring these beverages extends beyond just curiosity. Among those under 35 who have opted for alcohol alternatives:

• 56% cite physical health as their primary reason, significantly higher than the 46% of older respondents.

• 37% say they don’t want to feel left out when their friends or family are drinking, nearly double the rate of those 35 and older (20%).

At the same time, there are barriers preventing wider adoption of alcohol alternatives. The biggest? Cost and impact. Over half (55%) of young consumers feel that if they’re going to spend money on a drink, it should contain alcohol, while 29% worry about the taste and 26% find alcohol alternatives too expensive. It seems they want more “buzz for their buck.”

This presents a challenge for the alcohol-alternative market. While interest is high, value perception remains a major hurdle. Brands that improve affordability, enhance flavor, and market these beverages as part of a social experience rather than just a substitution will have a better chance at long-term adoption.

Young People Are Rethinking Alcohol Culture, Not Rejecting It

Beyond their own consumption habits, younger consumers are questioning the role of alcohol in social settings. More than three-quarters (77%) believe social events and celebrations overemphasize drinking, a sentiment more prevalent among those under 35 than their older counterparts (69%). And while 96% believe choosing not to drink is becoming more socially acceptable, nearly 40% still feel pressured to drink in social situations.

Perhaps even more telling is that 42% of young consumers believe other substances are healthier than alcohol, signaling that the traditional hierarchy of socially acceptable vices may be shifting.

Alcohol remains a central part of many social experiences, but young people want more autonomy over their choices. Their approach isn’t about total abstinence but about having options. They want occasional indulgence without expectation, alternative beverages without stigma, and social settings that accommodate both drinkers and non-drinkers alike.

What This Means for Alcohol and Beverage Brands

1. Young consumers still drink, but they drink differently. Brands need to cater to event-driven, social-first consumption, rather than everyday drinking rituals.

2. Convenience and format matter. Hard seltzers, canned cocktails, and tequila are all winning favor with younger drinkers, indicating that portability, health perception, versatility, and shareability are key drivers.

3. Traditional marketing methods don’t cut it. Younger consumers and older consumers alike are discovering new alcohol brands through social media, influencers, and experiences, not brand-owned websites or review videos.

4. Alcohol alternatives are gaining traction, but cost and impact matter. Many young consumers are sober curious but unwilling to spend money on drinks that don’t provide a “buzz.” Brands need to offer clear value propositions, improved taste, and a social experience that rivals that of traditional alcohol.

5. The alcohol-first social culture is being questioned. Brands that acknowledge this shift and embrace more inclusive drinking experiences will resonate better with younger consumers.

The future of drinking is a culture of choice. Young consumers aren’t drinking less. They’re drinking with more purpose and curiosity. Their approach to alcohol is about selectivity, balance, and exploration, rather than rejection. They still value social drinking but are also redefining what it means to participate, whether that means choosing hard seltzer over beer, trying non-alcoholic options, or simply drinking less often.