- Gen Z is drinking more alcohol than in years past, proving they are not to blame for a trend of declining alcohol sales. The generation that popularized the “sober curious” movement is now more likely than any other generation to say they are “actively choosing to drink more,” according to a study by IWSR. The drinks data and insights provider found that overall, 73% of Gen Zers surveyed had had an alcoholic drink in the previous six months, up from 66% in 2023.
Gen Z is drinking more, and it may be a sign that they are better off.
