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HOW TO ATTRACT GEN Z TO ALCOHOL
the prior six months. Another Gallup poll that year discovered that 65 % of adults under 35 years old considered alcohol unhealthy.
These studies understandably set off alarm bells throughout the industry. However, polls in the past year actually indicate that Gen Z drinking is gradually on the rise. So what exactly is happening?
“ There’ s a lot of misconceptions about Gen Z with the idea of them being labeled the‘ sober generation’ and that they don’ t drink,” says Jay Needham, Global Senior Brand Director for Tequila Cazadores & Agave.“ In reality, what we are seeing is that they’ re drinking differently, not disenby KYLE SWARTZ
Following boom times during the Covid−19 pandemic, the U. S. alcohol industry now faces a difficult period. Many reasons exist for this prolonged sales dip. Among the most cited is low levels of consumption among the youngest generation of legal drinking age, Gen Z.
Generally, Gen Z is defined as those born between 1997 and 2012. They are roughly 14 to 29 years old. Of course, not all Gen Zers have already reached legal drinking age. But more than enough are LDA for the data to be meaningful.
A 2024 study by Gallup researchers found that 64 % of LDA Gen Z in America had not consumed alcohol in
Shiner Beer, a 116-year-old Texas beer brand, recently launched Shiner Bock Non-Alcoholic, reflecting Gen Z consumer trends.
gaging altogether.”
Echoing this sentiment is Nick Weiland, brand director at Shiner Beer, the 116−year-old Texas beer brand that recently launched Shiner Bock Non-Alcoholic.
“ Gen Z is largely in search of a balanced lifestyle,” Weiland says.“ For some, that means fully embracing the sober-curious movement, while others simply enjoy mixing in an NA beverage
12 Beverage Dynamics • Spring 2026 www. beveragedynamics. com