Move over, happy hour – Generation Z is ushering in a completely different vibe for the beverage sector that doesn’t even involve alcoholic drinks. With their health awareness, social media influence, and need for inclusivity, this generation is driving a sober curious movement that brands cannot ignore.

But why is booze losing popularity? Let’s find out… 

Gen Z’s Alcohol Consumption 

According to studies conducted by Mintel, around a third of people aged 18-24 do not drink alcohol at all, and those who do drink, normally do so purely as an indulgence, to unwind, or to mark momentous occasions.  

Relaxation is the top reason people across age groups drink alcohol, but Gen Z stands apart from older generations. This difference in alcohol consumption suggests that for Gen Z, alcoholic drinks are more of an occasional indulgence, whereas for previous generations, they were seen as a regular part of socialising.

There are several key reasons behind this trend: Firstly, health and wellness are being taken into consideration as booze is no longer perceived as a social necessity. Furthermore, Gen Zers are valuing physical and mental wellness, turning to functional drinks that are enriched with vitamins and mood-boosting substances.  

Social media and the image-conscious culture are playing a huge factor, with Instagram and TikTok accelerating the sober-curious culture. Influencers are now promoting stylish non-alcoholic options and the benefits of cutting back on alcohol consumption.  

Inclusivity and choice are another reason why Gen Z is dropping the booze, as this generation loves choice. From matcha coffees to zero-proof cocktails, they like brands that accommodate varied lifestyles and tastes. 

  

What are the benefits of the sober curious generation? 

The disadvantages of alcohol have always been abundantly clear, but that didn’t stop people from heavily indulging in it. In fact, half of those over 65 did not limit their alcohol in 2023, compared to the 40% of Gen Zer’s that did. So, the younger generation is limiting their alcoholic intake, but what are the benefits?  

Around two-thirds of customers aged between 18-24 attribute the emotional impact of alcohol as a reason for their sober curiosity. A similar number reported wanting to be educated more on mindful drinking. In 2025, there has been a growing trend and awareness surrounding the importance of mental health. With mental health being seen as a priority, Gen Z has enhanced their focus on reducing alcohol intake as a method to promote their emotional well-being and mindfulness.  

What is Gen Z choosing instead of alcohol? 

Gone are the days when a night out had to include a cocktail in hand—Gen Z is shaking things up with a new wave of delicious, alcohol-free beverages! From mocktails like the Mojito Maple Mocktail – Maple from Canada to gut-friendly kombuchas like the refreshing Maple Kombucha – Maple from Canada, this generation is all about flavour and function.  

Cold-pressed juices and smoothies, like the nutrient-packed Spinach, Kale and Maple Green Smoothie – Maple from Canada offers a healthy boost, while the ever-popular boba tea brings fun and customisation to every sip with the hashtag #boba being used over 840,00 times on TikTok.  

And let’s not forget about matcha, a green tea powder used in a variety of drinks like the  Maple Iced Matcha Latte – Maple from Canada. Matcha is a non-alcoholic beverage that is extremely popular among Gen Zers, proving that green drinks are here to stay. Whether it’s for wellness, taste, or just the love of a good drink, Gen Z is redefining the way we sip and socialise—no alcohol required!  

What This Means for Drink Brands 

For drink brands, quality and authenticity is paramount. Gen Z expect clever tastes, Instagram- worthy packaging, and drinks that fit smoothly into their lifestyle. Investing in product development of non-alcoholic drinks, partnering with sober-curious influencers, and creating engaging content around responsible drinking are all strategies to capture their attention.  

Final Sip 

The days of going to the pub for a pint is becoming a thing of the past. Gen Z is reinventing the rules of social drinking and the beverage industry is evolving with them. Whether you’re a brand looking to innovate or a consumer exploring the world of booze-free drinks, one thing is for sure – the future of drinking is anything but boring. 

We would love to hear your opinions on this, so make sure to contact on Instagram, and let us know your thoughts on the sober curious generation!  Or, give us an email at info@weareliquid.com.