Gen Z is redefining what it means to drink — and alcohol isn’t part of the plan.
The youngest legal drinkers are ditching the bar cart for cold brew, swapping tequila for wellness shots and turning drinks into daily rituals. It’s less about the buzz and more about the benefits, according to Keurig Dr Pepper’s first-ever State of Beverages report.
Just 39% of Gen Z adults now say booze is their go-to social drink, while more than 60% prefer non-alcoholic options when hanging with friends — the highest rate of any generation.
By comparison, 57% of Gen X still reach for alcohol as their social elixir of choice.
The “sober-curious” movement is booming, with 60% of Gen Z open to trying low- or no-alcohol drinks. More than half of all U.S. adults are cutting back for wellness or lifestyle reasons.
And it’s not just about cutting alcohol — it’s about feeling better.
Nearly three-quarters of Gen Z now choose drinks based on functional benefits like energy, gut health or mood — the highest of any generation.
Think prebiotic sodas, electrolyte mixes or a $7 iced latte that just makes you feel like you have your life together.
“[Gen Z] wants their beverages to do more and be anchored in a real purpose,” said Melissa Abbott, vice president at the Hartman Group, a market research firm that specializes in the food and beverage industry.
Instead of cracking open a hard seltzer, young adults are heading to late-night coffee bars, sober-friendly gatherings and drink spots to sip mocktails and matcha lattes — reimagining what a night out looks like.
“They’re looking for alignment of goals, an enhancement of their lived experience … not just the absence of alcohol,” said Jen Batchelor, CEO of Kin Euphorics, a non-alcoholic brand for social drinking backed by supermodel Bella Hadid.
Still, one beverage remains king.
Nearly three-quarters of U.S. adults say they’d rather give up booze than their morning brew.
For Gen Z, coffee culture has become a full-blown “social ritual.” They customize orders (75%), try new ones monthly (72%) and follow social media for inspiration (74%).
“Talkability really does matter,” said Dibba Iran-Parasti, marketing director at Blank Street Coffee. “When we drop a new drink, it generates thousands of conversations almost instantly.”
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