Gen Z are now drinking broadly in line with older generations, according to a new survey by IWSR Bevtrac. 

The survey found that the proportion of Gen Z drinkers of legal age who claimed to have consumed alcohol in the past six months rose from 66% to 73% over the course of a year. 

This new figure puts Gen Z just below the average adult drinking rate, which stands at 78%. 

In addition to increased participation, the survey identified several behavioural trends among Gen Z drinkers. 

The IWSR revealed that Gen Z are more likely to consume a wider range of alcohol categories compared to older generations, averaging over five different types, compared to four among Boomers. 

They are also slightly more inclined to drink spirits than the average adult and are significantly more likely to drink in on-trade venues such as bars, restaurants and clubs. 

The IWSR concluded that while moderation remains a growing trend across all age groups, Gen Z are not leading the movement. 

Richard Halstead, IWSR COO of consumer insights, said: “Moderation has been a growing trend among all drinkers for several years, but the idea that Gen Z legal drinking age drinkers are somehow fundamentally different from other age groups isn’t supported by the evidence. 

“For instance, we know that beverage alcohol consumption correlates with disposable income, and Gen Z came of age during a cost-of-living crisis. Rising prices have been especially acute in bars and restaurants – places that appeal most to Gen Z drinkers. 

“With every year that passes, more Gen Z drinkers are entering the workforce, and those already in the workforce are typically earning more. I think we should expect that, as their incomes rise, they will drink more often – just as Millennials did before them.”