Why 27.8% don’t drink and why the rest drink less & more related news here

1. Seminars
   

Closing the Generation Z gap: why 27.8% don’t drink and why the rest drink less than previous generations

Craft Brewers Conference 2026
Location: Philadelphia, Pennsylvania
Speakers: Dr. Mateo Bauman

Stop guessing what Gen Z wants from craft beer and the beverage alcohol industry. This research presentation shares findings from a nationally representative study of 794 Generation Z consumers (ages 21-28), revealing how three distinct segments approach alcohol: current drinkers (72.2%), former drinkers (15.7%), and abstainers (12.1%).

We explore the knowledge-adoption gap that is impacting both non-alcoholic (NA) sales and overall alcohol consumption, listen to what Gen Z workers in the beverage alcohol industry see but cannot implement, and understand the wellness priorities that are reshaping consumption patterns that most breweries and beverage companies have not recognized. Key insights include the price paradox that kills NA adoption (“Why am I paying for expensive juice?”), strategies to convert the 27.8% who do not drink into profitable customers, and what is driving even current drinkers to reduce their consumption and/or choose alternatives. Learn what really influences Gen Z’s beverage decisions versus what the industry assumes.

This session offers useful information for operations of all sizes, from individual taprooms to regional producers. The presentation focuses on memorable qualitative findings supported by quantitative data, with question and answer time to address your specific challenges. Whether you’re trying to understand substitution threats, capture non-alcohol dollars, or retain your current Gen Z customers who drink less, you’ll gain actionable strategies based on what Gen Z actually told us, not what we think they want.

Learning objectives:

• Understand the three drinking segments of Generation Z and create strategies for current drinkers, former drinkers, and never-drinkers based on their different motivations.
• Recognize the industry disconnect between what Gen Z wants and what breweries offer, especially why NA options fail despite consumer interest.
• Turn non-drinkers into profitable customers through inclusive experiences, fair NA pricing, and wellness-focused offerings that generate alcohol-free revenue.
• Respond to the decline in consumption among today’s drinkers by moving from volume-focused business models to experience-focused business models.
• Come away with practical solutions for your operation, whether you have a single taproom or a regional brewery.