Generation X: The Overlooked Generation's Drinking Habits

While much attention is given to Baby Boomers and Millennials, there's a generation that often gets overlooked: Generation X. Born between 1965 and 1980, Gen X makes up about 19% of the U.S. population—roughly 65 million people. Though smaller than other generations, they're projected to outnumber Baby Boomers by 2028. Despite being overshadowed, Gen X has distinct characteristics, including unique drinking patterns. Let's explore the alcohol consumption trends among Generation X.

Trend #1: Higher Alcohol Consumption

Gen Xers drink more alcohol than other generations. According to the Substance Abuse and Mental Health Services Administration, the percentage of Gen Xers who reported drinking in the past month rose from 56% in 2002 to 60% in 2014.

Trend #2: Wine Is Their Top Choice

Gen X prefers wine over other alcoholic beverages, especially beer. They buy more wine than any other generation, including Baby Boomers. Research shows that 48% of Gen Xers drink wine at least once a month. Between 2017 and 2019, they purchased 13% more wine than other generations. Unlike Millennials, who follow trends, Gen Xers stick to wines they know and like.

Popular red wines among Gen X include:

• Josh Cellars Cabernet Sauvignon
• Meiomi Pinot Noir
• Caymus Napa Valley Cabernet Sauvignon
• Decoy Cabernet Sauvignon
• La Crema Sonoma Coast Pinot Noir

Favorite white wines include:

• Kim Crawford Sauvignon Blanc
• Oyster Bay Sauvignon Blanc
• Santa Margherita Pinot Grigio DOC
• Cavit Pinot Grigio
• Whitehaven Sauvignon Blanc

Trend #3: Strong Purchasing Power

Gen X has significant spending ability, with the highest average household income and a collective spending power of $2.4 trillion. This makes them the top consumers of wine and fine wine. They value quality and exclusivity, often buying more expensive beer and wine. They also visit wineries more frequently than Millennials.

Trend #4: Whiskey and Vodka Lead in Spirits

Besides wine, Gen X buys more whiskey and vodka than other generations. They show a preference for bourbon and Canadian whisky but are less interested in tequila and ready-to-drink cocktails, which are popular among younger generations.

Trend #5: Responsible Drinking Habits

Despite drinking more, Gen Xers are considered responsible drinkers. The CDC found they are less likely to engage in binge drinking compared to younger generations.

Trend #6: Drinking to Relax

Gen Xers often drink to unwind, unlike Millennials and Gen Z, who drink for social reasons or special occasions. They are also more likely to drink alone, second only to Baby Boomers.

Trend #7: Sticking to Familiar Drinks

Gen X tends to choose familiar drinks and avoids newer categories like hard seltzer. They prefer light lagers and American-style beers over craft beers, though data shows all generations are gradually shifting toward premium and craft options.

Key Takeaways

Generation X may be smaller in size, but they consume more alcohol than other generations. They favor wine, prioritize quality and exclusivity, and are generally responsible drinkers. Still, they purchase and consume alcohol in large quantities.

Even without excessive drinking, alcohol can harm physical and mental health, increasing risks of heart disease, cancer, liver disease, and brain damage.

If you're looking to cut back on drinking, consider using Quitemate. It has helped millions reduce their alcohol intake and improve their health and well-being.