Ep 14: Is Gen Z Giving Up On Alcohol? Part 2

In this episode of A Question of Drinks, Felicity and Lulie continue their deep dive into Gen Z drinking habits. Is this generation truly rejecting alcohol — or are they just broke? Leaving no stone unturned, they dissect commercial reports from Barclays, Rabobank, and IWSR, comparing them with public health research that claims Gen Z is fundamentally different from previous generations. Discover how social media, economic pressures, and delayed adulthood are shaping drinking patterns. From Tinto de Verano cocktails made with cheap Pinot Noir to boarding school rebellions and prawn cocktail crisps, this episode blends hard data with sharp conversation. The hosts discuss: Whether social media is replacing alcohol’s social utility Why underage drinking has plummeted How economic models predict future alcohol growth The difference between moderation trends in Gen Z vs boomers Why brands must stop treating Gen Z as a monolith Join Felicity and Lulie as they ask: Is the drinks industry doomed or simply changing shape? In this episode: 04:43 Gen Z alcohol decline described as a long-term cultural shift 05:46 Alcohol losing its use as a tool of rebellion for Gen Z 12:50 Social media driving Gen Z to self-monitor and reduce drinking 15:10 Social media replacing alcohol’s role in making it easier to meet people 16:02 Asahi CEO links alcohol decline to rise of digital entertainment 21:04 Barclays predicts Gen Z alcohol spend will rise with disposable income 22:58 Rabobank says Gen Z drinks less not because they’re worried about health, but because they’re broke 31:00 IWSR data shows Gen Z alcohol consumption rebounding post-pandemic 34:44 Gen Z prefers temporary abstinence over long-term reduction 47:47 But it’s possible the cultural meaning of alcohol is changing despite sales data Got a question for us? Email us at [email protected] and it might just become our next episode. Meet Your Hosts: Lulie Halstead founded and led international consumer research and strategy consultancy Wine Intelligence, and led it to a su...

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