The alcohol industry is experiencing a shift as Gen Z adopts a ‘sober-curious’ lifestyle, prompting changes within the sector. This generation seeks quality beverages, transforming traditional expectations.
Decreasing Alcohol Consumption
According to a 2025 Gallup poll, only 54% of U.S. adults consume alcohol, marking the lowest rate recorded in 90 years. Historically, from 1997 to 2023, over 60% of Americans identified as drinkers. The percentage dropped to 58% in 2024 and further to 54% in 2025. This decline presents a new challenge for the alcohol industry, requiring them to justify their products’ price point to younger consumers.
Changing Drinking Trends
Ryan Close, CEO of Bartesian, notes a shift in consumer preferences. People now prioritize premium experiences over sheer quantity. They seek high-quality beverage options rather than focusing on the amount of alcohol.
“I’m not gonna argue with the data, you know, they probably are drinking less alcohol. I think they’re drinking less, but with the expectation that ‘I want better,’” Close shared with Fox News Digital.
Innovation in At-Home Cocktails
Bartesian, which Close founded, enables users to create bar-quality cocktails at home using flavor capsules and personal spirits. Close noted that many individuals found cocktails complex to make due to the need for specific ingredients. His company aims to provide cocktails with real ingredients, avoiding anything artificial.
Close’s insights align with industry findings. NielsenIQ reported that 67% of spirit drinkers are willing to pay more for higher-quality options, and around half of average drinkers echo this sentiment.
Looking Beyond Consumption
Close believes that Gen Z values shared experiences and intentional drinking. Bartesian allows users to customize their drinks, fitting this desire for personal and premium experiences.
“The younger generation is more intentional and it’s not about, ‘Hey, I don’t wanna drink at all,’ it’s, ‘I wanna drink better, less often, and more quality,’” Close told Fox News Digital.
Home as a New Venue
The pandemic, with its restaurant and bar restrictions, led many older Gen Z consumers to view their homes as extensions of these venues. Higher cocktail prices further encourage at-home drinking.
Close observed this trend during a visit to New York City, questioning spending substantial amounts for drinks that can be reproduced at home at a fraction of the cost.
The trend aims to complement, not replace, traditional bars and restaurants. Consumers are increasingly selective about their drinking choices and the accompanying experiences.
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