Media buzz these days loves a good funeral. Apparently, Gen Z doesn’t drink, tariffs are not helping, and wine is dead (again). Is the drinks industry doomed? Are we, frankly, screwed? Well—no. But only if we really start reading the numbers.
Because top-line narratives rarely tell the whole story. And if you only react to headlines, you’ll either change industries too fast or stay in the wrong one too long. At Brand Reveal, we cut through noise, analyze the signals, and help you build smarter strategies based on what’s actually happening—not what LinkedIn noize says is happening.
Let’s talk about that Gen Z doom loop, ie the under 30 year old adults —the classic “young adults aren’t drinking like we used to” panic. I’ve sat in those meetings or at the coffee machine. Grim faces. The same old line: “Only old people drink our stuff.” (Which is rich, because if that were true for 30 years, today’s consumers would be ghosts!!!)
But here’s the thing: data says otherwise. In March 2025, IWSR released fresh Bevtrac data covering 15 major markets. It showed that Gen Z legal-drinking-age consumers (roughly 21–27 today) increased their alcohol participation from 66% in April 2023 to 73%. They’re not just back—they’re exploring. From spirits to RTDs, they’re trying new things. They’re also hitting bars more often, especially in the US, UK, India, and Australia. And I saw the same pattern in fortified wines a few years ago…
And this isn’t just a flash. The data is solid: longitudinal, self-reported, global, and measured over time. It’s not vibes—it’s trends.
So what do we do with this?
Here are 6 strategic shifts every brand should consider:
1. Embrace Repertoire Thinking
Gen Z doesn’t pledge loyalty—they build drink collections. Be one of the go-tos, not the only one. Flexibility and mixability win. Think cross category, pull the rug off other categories, or else they will!
2. Prioritize Experience, Not Excess
They don’t binge. They explore. Craft events, tastings, and rituals that feel curated, not corporate. Mood over volume. Parties are fun. Calmer moments too. Do you have what is takes to address the second case?
3. Own the On-Trade Rebound
Bars are back. So make sure your brand shows up—visibly, creatively, memorably. Invest in your on-premise presence like it matters. Because it does. In other words, your job is NOT finished once the pallet has been delivered at the Cash & Carry…
4. Build Category Fluency
Don’t assume they know what vermouth is. Teach them, quickly and clearly – but dont bore them. Short-form content, how-to reels, simple storytelling—make discovery easy.
5. Balance Moderation & Indulgence
This isn’t all mocktails and water. Offer low-ABV and special-occasion options. Let them dial up or down without switching brands. And who said that mischieviousness cannot go hand in hand with moderation? Liquid Death anyone?
6. Authenticity Over Aspiration
Forget luxury for luxury’s sake. Gen Z wants meaning. Support causes, collab with artists, be culturally present—and skip the fake gloss. Give meaning.
Bottom line? Gen Z isn’t the end of the industry. They’re just a new chapter. The brands who adapt—who tune in rather than freak out—will thrive. Now pour yourself a small-batch whiskey and relax. The kids are alright. You just need to meet them where they are. Categories only decline if they do not understand their new consumers. And in the case of the Gen Z, it’s more than just a fancy cocktail or a techno party… If you need help to unlock this potential, you know where to find us. [email protected]