Why younger generations aren’t drinking less, they’re drinking differently

By Euan Hunter

Having started my career in whisky marketing, I’ve spent years navigating challenging preconceptions. It gave me a first hand experience at how people connect with what’s in their glass, and sparked an interest with how drinking culture, lifestyle trends, and consumer values evolve. Lately, those shifts have been more dramatic than ever.

For the past few years, headlines have told us a specific narrative: The kids today are boring. They’re aren’t drinking. Gen Z has killed the alcohol industry.

But if you look closely at the data, that narrative doesn't hold entirely true. In fact, recent data from global drinks analysts at the IWSR officially debunked the "generation of complete moderation" myth, revealing that alcohol participation among legal drinking age Gen Z has actually climbed to level with the overall adult average

The reality? Younger generations aren't necessarily drinking less. We’re drinking differently.

Today there is a highly curated, value-driven, and aesthetic drinking culture. For drinks brands, survival has required a pivot in how they communicate.

Historically, alcohol marketing leaned heavily into escapism. Today, successful brands communicate through the lens of everyday experiences and aesthetics. Younger consumers are the drivers of modern ready-to-drink (RTD) culture because these products offer instant curation to the occasion they are seeking.

Older demographics might buy a bottle because a distillery was founded in 1842. For younger consumers, legacy matters far less than ingredient transparency and ethical alignment. They want to know what’s in the liquid, how it affects their bodies, and what the brand stands for.

Marketing copy has moved toward honesty. Brands now prominently highlight low-sugar, naturally sweetened profiles, organic ingredients, and carbon-neutral production practices right on the front of the can, or via scannable QR codes that take consumers on a deep dive into the supply chain.

Younger generations have a built-in radar for performative marketing. They don't want to be broadcasted to; they want to be part of a community. Successful drinks comms are now social-first and human-led. Brands are moving away from traditional, highly polished ad campaigns and leaning into community-driven TikTok trends, authentic creator partnerships, and interactive subcultures (like gaming or music scenes). The tone is conversational, self-aware, and occasionally witty, acting like a friend recommending a drink.

If there was a counterargument that says younger people are drinking less, it can't be a huge surprise with pints now over £10. However, pubs are starting to combat that issue. For example, we recently supported both Green Room and Old Chain Pier using the Scottish Pubs Code, which allows pub owners to opt for a ‘free-of-tie’ tenancy, paying rent without being required to buy stock from the pub-owning business. This recent change has given competitive freedom back into the hands of pub landlords, allowing prices to be slashed.

The drinking culture hasn't shrunk, it has just evolved. By swapping gatekeeping for community, and hangovers for high-quality flavor, the drinks industry hasn’t lost its fizz, it’s just pouring a much more interesting glass.