Which Generation Drinks the Most? A Look at Alcohol Trends

Every generation has its own unique traits—from cultural outlooks and values to food tastes and parenting approaches. For decades, alcohol has been a central part of social life, influencing how people connect, celebrate, and unwind. But recently, younger generations have started to change their relationship with drinking. So, do millennials drink more than Gen Z? And which generation consumes the most alcohol? Let’s explore the data.

Generation Z

Gen Z—those born between 1997 and 2012—are redefining social norms around alcohol. Many in their early twenties are asking, “Are we the most sober generation?” The answer appears to be yes. Studies show Gen Z is drinking significantly less than young people in the past.

• They drink about 20% less per person than millennials did at the same age.
• 64% expect to drink less often as adults compared to older generations today.
• They spend 40% less on alcohol and visit liquor stores far less frequently.
• More are choosing not to drink at all—abstinence among college-age adults rose from 20% to 28% in the last 20 years.

This shift is driven by greater awareness of alcohol’s risks—from bad decisions to addiction and health issues. Social media has helped spread information about both short- and long-term effects. Some avoid drinking due to fears of losing control and having embarrassing moments shared online.

Gen Z also prioritizes mental and physical wellness more than earlier generations. Half of Gen Zers exercise regularly, compared to 45% of other age groups.

For those who do drink, preferences have changed. They’re the first generation to favor alternatives to beer, such as malt beverages. Most drink for special occasions or to feel comfortable in social settings, but only 58% see bars and restaurants as essential to socializing—lower than millennials.

Gen Z is often called the “sober curious” generation, embracing mindful drinking and sobriety as positive choices. This trend has fueled growth in non-alcoholic drinks, including beer and mocktails, with dedicated alcohol-free bars appearing nationwide.

Generation Y: The Millennials

Millennials, born between 1981 and 1996, drink less than Gen X and Baby Boomers but more than Gen Z.

• 53% of millennials drank alcohol in the past month.
• They helped drive a 12% global rise in alcohol consumption after COVID-19.
• They are big wine consumers—about 160 million cases in 2015 alone.
• Craft beer is especially popular, with 57% drinking it weekly.

Millennials value authenticity and individuality, often supporting brands they trust. Social drinking is common—over half have a drink or two before a first date, and 65% see bars and restaurants as key to social life.

Generation X

Gen X, born from 1965 to 1980, drinks more than both millennials and Gen Z.

• 65% consumed alcohol in the past month, compared to 53% of millennials.
• They buy more wine than any other generation.
• 48% drink wine at least monthly.

Unlike millennials, Gen Xers stick to established tastes and are willing to pay more for quality. They often drink to relax and are more likely to drink alone.

Baby Boomers

Baby Boomers, born between 1946 and 1964, drink the most of all generations.

• 72% consumed alcohol in the past month.
• Binge drinking is high among older adults—about 20% of those 60-64 report recent binge drinking.
• Alcohol use disorder affects 1 in 20 adults over 65.
• Alcohol-induced deaths are highest among those aged 55-64.

Boomers are less focused on health and wellness than younger generations. Fewer participate in challenges like Dry January—only 10% of those 55 and over, compared to 25% of 18-34 year-olds.

The Bottom Line

Older generations—Gen X and Baby Boomers—consume the most alcohol. While millennials drink less than their predecessors, Gen Z is leading a cultural shift toward reduced drinking, abstinence, or mindful consumption.

No matter your generation, it’s never too late to adjust your drinking habits. Cutting back or quitting can improve your mental, physical, and emotional well-being—and Quitemate is here to help guide you.