09/04/2026
Love this graphic put together by our friends at the Steel Keg Association! 🙌
For years, the dominant story about Gen Z and alcohol has centered on abstinence, but the latest data suggests something more nuanced is happening.
As Marten Lodewijks, President of IWSR, puts it, the generational abstinence narrative has been “conclusively debunked.” Participation is rising: 74% of legal-drinking-age Gen Z consumers reported drinking alcohol during the past six months, compared with 66% three years ago. 📈
That does not mean moderation is disappearing. Across all consumers surveyed, the average number of drinks consumed per occasion fell from 4.4 to 3.9. 📊 What appears to be changing is the occasion itself.
Gen Z drinking is particularly social and choice-led. According to IWSR Bevtrac, 84% of Gen Z drinkers consumed cocktails, while Gen Z was also the generation most likely to drink in larger groups. 🍹👥
This is not simply a story about younger consumers “drinking again.” It points to a broader shift towards varied, social occasions where people may move between different types of beverages, and where moderation remains important.
For the draft beverage industry, that creates an opportunity. 💡 A wider choice on tap can help venues respond to these changing occasions, extending beyond traditional beer to include wine, cocktails and no- and low-alcohol options. 🍷 Reusable steel kegs can support that evolution through an efficient, refillable format designed to be used again and again. ♻️
Because as drinking occasions change, draft can change with them.
Source: Dry Atlas, citing the IWSR Bevtrac survey.
