Gen Z is back and they are thirsty!

If you're feeling the hit…slower weeknights, quieter crowds, or less spending at the bar, you're not imagining it. But it's not all bad news.

Here’s what the latest U.S. research shows, and more importantly, what you can do to get ahead of the shifts happening this year.

📊 2025 U.S. Alcohol Trends You Can’t Ignore

🍷 1. Overall drinking is down—but not everywhere

  • A Gallup/AP poll found only 54% of U.S. adults drink alcohol—the lowest figure in nearly 90 years.
    (AP News)

  • But Gen Z is turning the tide: participation jumped from 46% to 70% between 2022 and 2024.
    (IWSR Bevtrac)

🥂 2. They’re drinking differently—not less

  • Gen Z leans toward flavored drinks, low-ABV options, and shareable formats like RTDs and tiny cocktails.

  • Think BuzzBallz, mini martinis, spritzers, and nostalgic throwback coolers.

🚫 3. Sober curiosity isn’t dead—it’s just layered

  • Many now alternate between alcoholic and non-alcoholic drinks in the same night—what industry insiders call "zebra striping."

  • The winners? Bars with mocktails, kombucha taps, and non-alcoholic spirits on the menu.

📉 4. Health and caution are winning

  • Over 50% of U.S. adults now believe even moderate drinking is bad for your health, up from 28% a decade ago.
    (Gallup)

💔 Dating Is Broken and Bars Can Fix It

Gen Z isn't just drinking differently. They're also lonelier than ever. Despite dating apps and endless content, young adults are reporting:

  • Record levels of isolation and burnout

  • Less desire to “hook up,” and more craving for real connection

  • Frustration with superficial swiping and low-energy meetups

Your bar could be more than a place to grab a drink. It could be where people finally feel something real again.

✅ What You Can Do (Starting This Week)

  • Offer micro-serves: Try a Tiny Martini night, shot flights, or mini cocktails.

  • Update your menu: Add 2–3 no/low-alcohol drinks that don’t scream “designated driver.”

  • Bring in Gen Z: Host Open Decks DJ nights, Locals Only events, or partner with apps like Pie for co-hosted socials.

  • Create real connection: Focus on vibe, sound, and social programming that goes beyond loud music and crowded rooms.

💡 Event Ideas to Tap Into Loneliness + Social Desire

Here are 5 plug-and-play ideas bar owners are already testing in NYC, LA, and Austin:

No Phones After 9

Build real conversations—no phone use after 9pm (staff included)

Unhinged Night

Satirical dating app party with color-coded drinks (green: single, yellow: it’s complicated, red: taken)

Talk First Thursdays

Bar-wide theme where dating apps are turned off and mingling is encouraged

Open Decks, Open Hearts

Let aspiring DJs play while creating a casual social mixer

Sober Curious Social

Feature zero-proof cocktails, DJ sets, and affirmations for mental health awareness nights


Lars Kristiansen