Boomers, not Gen Z, deserve the title of “generation of moderation” & more related news here

The narrative that the alcohol consumption of Generation Z (aged 18-28) is characterized by moderation has now been definitively proven wrong: while they are creating new patterns of alcohol consumption, data shows that their alcohol consumption is almost identical to that of the rest of society. By contrast, alcohol consumption among boomers (ages 61 and older) has been declining for several years. They, more than Generation Z, may deserve the title “generation of moderation.” Currently, Millennials (ages 29-44) report the highest level of alcohol consumption among all generations, with an average participation rate of 81%. Generation X (ages 45 to 60) is second, with an average of 77%. Gen Z consumption has plateaued at 74%, while Boomers surprisingly record the lowest alcohol consumption rate of any generation, at just 71% (a decrease of 2 percentage points compared to 3 years ago). These findings emerge from the semi-annual Bevtrac by Iwsr survey, conducted by the global leader in alcoholic beverage market analysis.
The influence of Generation Z is reshaping the alcoholic beverage industry. In 15 key markets, the rate of alcohol consumption among adult consumers in this demographic has stabilized at 74%. This figure, which was 66% three years ago, is now almost identical to the alcohol consumption rate of the total adult population, which stands at 76%.
According to the survey, of more than 32,000 qualified respondents across 19 markets, a higher proportion of Gen Z consumers reported drinking cocktails in the past six months than any other generation (84%). Younger Gen Z consumers who drink less alcohol are also the most likely to follow government drinking guidelines (49%) and the most likely to report consuming alcoholic beverages in the company of five or more people on their last drinking occasion (18%).
Currently, younger Gen Z consumers who drink less alcohol represent 17% of the total alcohol-consuming population. This figure is expected to increase as more young people reach the legal drinking age and alcohol participation rates remain stable at around 75%. Actively choosing to drink a little less has become the norm for most consumers in all markets analyzed (the only exception was China, which recorded only modest increases). Overall alcohol participation rates in all markets surveyed have remained stable (76% vs. 75% three years ago). Significant decreases have been observed in both the frequency of drinking occasions and the amount consumed per occasion (falling to 3.9 drinks per occasion compared to 4.4 drinks per occasion recorded in 2024 and 2025). These latest findings suggest that this behavior represents a structural rather than cyclical change, as lifestyle choices and health considerations become increasingly important to a growing number of consumers.
There are notable differences between countries: in the United States, the overall participation rate in alcohol consumption has remained unchanged at 70%. Participation among Gen Z legal drinking age (Lda+) consumers has increased slightly to 71%, compared to 68% two years ago. In the UK, the overall participation rate in alcohol consumption is 82%, a non-significant difference from three years ago. Among Gen Z consumers of legal drinking age, the participation rate has increased to 76% (up from 66% three years ago).
In India, the participation rate in alcohol consumption among high-income consumers living in urban areas reached 77%, a substantial increase from 67% three years ago. Among Gen Z adults ages 21 and older within the same demographic, the participation rate was 80%, a significant increase from 60% three years ago. In China, the participation rate in alcohol consumption among high-income urban consumers aged 18 to 64 was 89%, up from 86% three years ago. Among Gen Z adults ages 18 and older in the same demographic, the participation rate was 85%, unchanged from three years ago.
Meanwhile, Boomers have seen significant declines across all consumption indicators and now have the lowest alcohol consumption rate of any generation, at just 71% (a decrease of 2 percentage points compared to 3 years ago). Boomers also reported the fewest drinking occasions of any generation and said they consume the fewest drinks when drinking (averaging 2.6 drinks per occasion).
“The narrative that Gen Z is the moderate generation has been definitively proven wrong. While Gen Z consumers are creating new ways to interact with alcoholic beverages, data shows that their alcohol consumption is virtually identical to the rest of society. Alcohol consumption among Boomers has been declining for several years. This is typical of consumers reaching their 60s and 70s. However, the latest results from Bevtrac show declines in alcohol consumption among Boomers Exceeding Expectations on All Key Metrics If this trend continues, Boomers, not Generation Z, deserve the title “generation of moderation” – he claims. Marten Lodewijks, President and CEO of Iwsr – This latest Bevtrac study also reveals how moderation is spreading across all generations. The number of people drinking remains stable, but both the frequency of drinking occasions and the amount consumed per occasion are decreasing. This is almost certainly due in part to the current economic uncertainty, but there is growing evidence that even as incomes rise, alcohol consumption is not keeping pace. The trend toward moderation increasingly appears to be driven by lifestyle choices, resulting in structural, rather than cyclical, change.”