The Beverage Alcohol Consumer Survey from The Beverage Information Group, a division of EPG Specialty Information, was conducted in January 2026 with a total nationally representative sample size of 2,197. For more information about this and other surveys, contact Marina Velez, mvelez @ epgspecialty information. com.
DATA DRIVEN
Gen Z Drinks Differently
Contrary to popular belief, Gen Z is not abstaining from alcohol altogether. Rather, they are broadening their beverage repertoire, according to a survey conducted earlier this year of The Beverage Information Group’ s proprietary consumer survey panel.
Spirits, wine, beer, ready-to-drink( RTD) beverages and alcohol-free options are all gaining traction, creating a more diversified consumption profile than previous generations. The data also highlights Gen Z ' s willingness to move across categories based on occasion, flavor, wellness considerations and social experiences.
For instance, consumption of mocktails among Gen Z jumped from 38.9 % from the first quarter of 2025 to 57.1 % for the same quarter in 2026. Spirit-based ready-to-drink beverages grew from 34 % to 43 %, making them the fastest-growing RTD segment measured.
Vodka rose from 53 % to 59 % consumption, and maintained its position as the most widely consumed alcoholic beverage category in the study. Wine showed impressive strength across all measured segments, particularly table wine and sparkling / Champagne.
And while beer remains highly relevant among Gen Z consumers, the category generally posted more moderate gains than spirits and wine. Hard seltzer increased from 29 % to 40 %, representing one of the largest gains among beer-adjacent categories, and suggests the category continues to resonate strongly with younger consumers.
The 2026 Gen Z beverage landscape is not a story of one category replacing another, but a story of expansion. Consumers are broadening their beverage choices, embracing premium offerings, exploring new formats and increasingly incorporating alcohol-free options into their routines. •
TOP 15 BEVERAGE SEGMENTS BY GEN Z- CONSUMED IN THE PAST THREE MONTHS
70 %
|
60 %
50 %
40 %
30 %
|
53 %
59 %
|
39 % |
57 % |
44 %
55 %
|
39 % |
47 % 47 %
37 %
|
45 % 44 % 43 %
34 %
|
33 % |
41 % |
Q1 2025 Q1 2026
40 %
37 % 37 % 29 % 29 % 30 %
|
26 %
35 % 33 % 35 %
|
20 % |
|
|
|
|
|
|
|
|
|
|
|
10 % |
|
|
|
|
|
|
|
|
|
|
|
0 % |
Vodka |
Mocktails |
Table Wine |
Premium |
|
|
|
Domestic Beer |
|
Sparkling / Champagne |
FMB Hard Cider Hard Soda
PM Spirit |
Imported Beer |
Hard Seltzer |
Tequila / |
Based Drinks |
|
|
Mezcal |
|
Wine Based |
American Straight |
PMC Cocktails |
Whiskey |
|
Rum |
TOP WINE CATEGORIES BY GEN Z- CONSUMED IN THE PAST THREE MONTHS
60 % |
55 % |
Q1 2025 Q1 2026 |
40 % 37 %
33 %
30 % 26 %
20 %
10 %
0 % Table Wine Sparkling / Champagne Dessert Wine
ALTERNATIVE RTD CONSUMPTION BY GEN Z CONSUMED IN THE PAST THREE MONTHS
|
50 %
45 %
|
45 % |
44 % |
43 % |
Q1 2025 |
Q1 2026 |
|
40 %
35 %
|
34 % |
30 % |
37 % |
30 % |
|
|
|
25 % |
|
|
|
20 % |
|
|
|
15 % |
|
|
|
10 % |
|
|
|
5 % |
|
|
|
0 % |
|
|
|
FMB Hard Cider Hard Soda |
PM Spirit Based Drinks |
Wine Based PMC Cocktails |
SPIRITS CONSUMED BY GEN Z- CONSUMED IN THE PAST THREE MONTHS
50 % |
|
|
|
|
40 % 30 % 20 % 10 % |
29 %
37 %
|
33 % 35 % 35 %
26 %
|
Q1 2025 Q1 2026
31 % 22 % 22 %
20 % 20 % 20 % 12 % 11 %
|
8 % 10 % |
0 % |
Vodka |
Tequila / Mezcal |
Rum |
American |
|
|
|
Straight Whiskey |
|
Gin |
Canadian Blended Whiskey |
Scotch Irish Whiskey |
Brandy Cognac |
Cordials Liqueurs |
BEER / MALT / SELTZERS CONSUMPTION BY GEN Z CONSUMED IN THE PAST THREE MONTHS
50 % 45 % 40 % 35 % 30 % 25 % 20 % 15 % 10 % 5 % 0 %
39 %
47 %
Premium Domestic Beer
33 %
41 %
29 %
40 %
26 %
34 %
Imported Beer |
Hard Seltzer |
Super Premium |
|
|
Domestic Beer |
Q1 2025 Q1 2026
32 % 29 %
29 %
19 %
Value Domestic Beer Craft Beer
MOCKTAIL CONSUMPTION BY GEN Z CONSUMED IN THE PAST THREE MONTHS
60 %
50 %
40 %
30 %
20 %
10 %
39 %
57 %
The Beverage Alcohol Consumer Survey from The Beverage Information Group, a division of EPG Specialty Information, was conducted in January 2026 with a total nationally representative sample size of 2,197. For more information about this and other surveys, contact Marina Velez, mvelez @ epgspecialty information. com.
0 % Q1 2025 Q1 2026
* The Beverage Information Group, a division of EPG Specialty Information-- Beverage Alcohol Consumer Survey( January 2026)- Total nationally representative sample size: 2,197