Topic: Gen Z alcohol consumption in the U.S.

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.

Gen Z share of total U.S. alcohol expenditure
***%

Largest alcohol segment for Gen Z
Spirits

Growth of spirits sales among Gen Z
-***%

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Current statistics on this topic

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

Overview

U.S. consumer expenditure on alcoholic beverages 2024, by generation
U.S. consumer expenditure on alcoholic beverages 2024, by generation
Total annual expenditure on alcoholic beverages per consumer unit in the United States in 2024, by generation (in million U.S. dollars)
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
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
Alcohol use in persons aged 12 or older in the U.S. by age 2024
Alcohol use in persons aged 12 or older in the U.S. by age 2024
Current, binge, and heavy alcohol use in the United States in 2024, by age group*
Binge alcohol use in persons aged 18-25 years in the U.S. by gender 2002-2024
Binge alcohol use in persons aged 18-25 years in the U.S. by gender 2002-2024
Binge alcohol use in the past month among persons aged 18-25 years in the U.S. from 2002 to 2024, by gender

Shopping behavior

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?
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?
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?
Preferred alcoholic beverages to order at a restaurant in 2022, by age
Preferred alcoholic beverages to order at a restaurant in 2022, by age
Which premium beverage would you order at a fine dining restaurant, presuming the cost and relative quality were equal between the choices?

Alcoholic beverage segments

Distilled spirit drinkers in the U.S. 2023, by age group
Distilled spirit drinkers in the U.S. 2023, by age group
Share of people in the United States who drink distilled spirits in 2023, by age group
Tequila consumer share in the U.S. 2024, by age
Tequila consumer share in the U.S. 2024, by age
Share of tequila consumers in the United States in 2024, by age
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
Spirits-based RTD alcohol consumer market share in the U.S. in 2024, by age
Spirits-based RTD alcohol consumer market share in the U.S. in 2024, by age
Market share of spirits-based ready-to-drink alcoholic beverage consumers in the United States in 2024, by age
Leading hard seltzer brands Twitter user age share 2010-2021
Leading hard seltzer brands Twitter user age share 2010-2021
Age share of hard seltzer engagers on Twitter from 2019 to 2021, by brand*
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
U.S. non-white wine consumers in 2021, by age
U.S. non-white wine consumers in 2021, by age
Share of non-white wine consumers in the United States in 2021, by age
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
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

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
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
Dry January participation U.S. 2026, by age
Dry January participation U.S. 2026, by age
Intent to participate in Dry January in the United States in 2026, by age
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
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
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
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
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

Gen Z share of total U.S. alcohol expenditure
***%

Largest alcohol segment for Gen Z
Spirits

Growth of spirits sales among Gen Z
-***%

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
- ***%
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Detailed statistics
Tequila consumer share in the U.S. 2024, by age
- Market share of Gen Z wine drinkers
- **%
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Detailed statistics
U.S. wine sales share 2022, by age
- Market share of Gen Z spirits-based RTD consumers
- ***%
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Detailed statistics
Spirits-based RTD alcohol consumer market share in the U.S. in 2024, by age

- Most common way to discover new beverage or brand
- Seeing it in-store
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Detailed statistics
How Gen Z learns about alcoholic beverages in the U.S. in 2021
- Most common reason for choosing an alcoholic beverage
- To have a good time
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Detailed statistics
Reasons why Gen Z chooses an alcoholic drink in the U.S. in 2021
- Preferred premium beverage to order at a restaurant
- A cocktail or spirit
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Detailed statistics
Preferred alcoholic beverages to order at a restaurant in 2022, by age