LIFESTYLE

United States alcohol brands adapt to Gen Z

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United States alcohol consumption among adults fell to 54% in 2025, the lowest level recorded by Gallup in 90 years and down from at least 60% between 1997 and 2023 and 58% in 2024, as younger consumers embrace “sober-curious” habits and focus on quality rather than volume. Ryan Close, CEO and founder of Bartesian, an automated at-home cocktail maker, said he sees consumers, particularly Gen Z, drinking less overall but demanding better, higher-quality beverages and more control over what they consume. He said many drinkers want premium cocktails made with real ingredients and without artificial colors or flavors, but often find traditional mixology too complicated for home preparation. United States industry data supports the shift toward quality, with a NielsenIQ report finding that 67% of spirits drinkers and about half of average drinkers would pay more for higher-quality drinks, even though the study focused on bars and restaurants rather than at-home consumption. Close said many older Gen Z adults turned 21 during the COVID-19 pandemic and now increasingly treat the home as an extension of bars and restaurants, using products like Bartesian to customize flavors, spirits and alcohol strength for shared experiences. He added that rising cocktail prices in venues have pushed some consumers to recreate bar-style drinks at home at a fraction of the cost, leading them to be more deliberate about when, where and how they drink rather than giving up alcohol altogether.

Prepared by Emily Rhodes and reviewed by editorial team.

Timeline of Events

1997 Gallup records at least 60% drinking
1997–2023 Alcohol consumption stays above 60%
2024 Gallup reports 58% Americans drinking
2025 U.S. adult drinking share drops 54%
2025 Gen Z embraces sober-curious drinking patterns
2025 Bartesian highlights demand for premium cocktails
2025 Home drinkers shift from beer, wine
2025 Industry shifts messaging toward perceived quality

Why This Matters to You

The shift in drinking habits means more quality options for everyone, not just Gen Z. If you enjoy a good cocktail, you can now make premium ones at home with tools like Bartesian. It's an opportunity to explore new flavors and control your alcohol intake.

The Bottom Line

The alcohol industry is adapting to a "less but better" trend. This means more focus on quality, real ingredients, and personalization. If you're looking to elevate your home bar experience, it's a great time to experiment. Worth forwarding if you know a cocktail enthusiast.