Gen Z & Alcohol: The New Rules of the Game
- Michael Cunniff
- Jul 7, 2025
- 3 min read
Article by Michael Cunniff, @DukesAllDay & Founder of TheSuperAgency.com
At The Super Agency, we don’t chase trends — we decode them.
And right now, there’s a seismic shift happening in the world of alcohol that most legacy brands aren’t ready for.
Alcohol has long been more than just a product. It’s been a ritual, a cultural signal, a vibe. Whether it’s a cold beer at a backyard cookout or a $400 bottle in a LIV VIP booth, alcohol has always marked the moment. But Gen Z? They’re rewriting the entire script.
This generation isn’t anti-alcohol — they’re just not married to it. They’re treating it like any other category: question everything, personalize everything, and only consume what aligns. That’s a branding earthquake. Because alcohol used to be assumed.
Now it has to be earned.
Let’s break down what’s really going on — and what it means for brands trying to stay relevant in the age of conscious consumption.
1. The Health-Flex Economy
Gen Z doesn’t brag about how drunk they got. They brag about how disciplined they are. They’re tracking macros, managing anxiety, and meditating between client calls. Booze is now competing with cold plunges, green powders, and CBD gummies. If your alcohol brand doesn’t show up with health context, you’re not even in the consideration set.
What to watch: Low-ABV, clean label, functional ingredients, non-alcoholic variants that don’t feel like a downgrade.
2. Sobriety as a Status Symbol
Drinking used to be a rite of passage. Now, skipping it is the power move. Choosing not to drink isn’t about addiction, it’s about intention. Gen Z wants control, clarity, and aesthetic. You don’t lose a day to a hangover when your life’s a content feed. If the drink doesn’t elevate the vibe — why bother?
What to watch: High-design NA cocktails, zero-proof spirits, sober social clubs, and the rise of “damp” culture — drinking less, not none.
3. Alcohol vs. Weed (and Everything Else)
Cannabis isn’t the rival — it’s the new normal. And it’s not just weed. We’re talking mushrooms, adaptogens, nootropics — a whole new wave of vibe-setters competing for the same cultural space alcohol used to dominate alone. Gen Z has a full menu of mind-state options. Alcohol isn’t the main character anymore — it’s part of the mix.
What to watch: Cross-category brand collabs, weed-inspired RTDs, and a shift from intoxication to intention.
4. The Recession is Real
You can’t separate culture from economics. Gen Z is dealing with record student debt, inflated rents, and an unstable job market. They’re spending — but smarter. If your alcohol brand costs $18 a cocktail and doesn’t deliver emotional or cultural ROI, expect to be ghosted.
What to watch: Value-forward premium brands, bundle culture, BYOB social events, and trade-downs disguised as lifestyle upgrades.
5. Identity is Everything
This is a generation that curates their identity with every purchase. They wear brands, drink brands, post brands — but only ones that reflect who they are. That means your values, visuals, voice, and vibe better be locked in. Authenticity isn’t a buzzword here. It’s the price of admission.
What to watch: Strong POVs, purpose-driven storytelling, brands that belong in subcultures (not just market to them).
What Are They Actually Drinking?
Spirits — especially vodka, tequila, and flavored or infused liquors. Flex-friendly, versatile, easy to customize.
Cans over bottles — RTDs, spiked seltzers, and portable cocktails are the new go-tos.
Wine & beer — niche or NA options only. Basic won’t cut it.
NA everything — non-alcoholic doesn’t mean “less fun.” These products are premium, design-forward, and vibe-heavy.
Final Take: Adapt or Fade Out
If your brand is in the alcohol space — or adjacent to it — it’s time to stop thinking in decades and start thinking in moments. Gen Z isn’t killing alcohol; they’re rebranding it. The brands that survive this shift won’t be the biggest. They’ll be the most aligned.
At The Super Agency, we don’t just track culture — we architect it. If you want to connect with Gen Z, you need more than a cool label and a TikTok strategy. You need a blueprint built for what’s next.
Comments