So Much for Sober: Gen Z Is Hitting the Bar Again

Gen Z’s reputation as the “sober generation” may be fading fast. A new global study by IWSR Bevtrac finds that alcohol consumption among Zoomers aged 21–27 has surged, with 73% reporting drinking in the past six months—up from 66% two years ago. In the U.S., that number jumped from 46% to 70%. Researchers link the rise to easing economic pressures, noting that as more Gen Z adults join the workforce and see their incomes grow, they’re indulging more—especially in social settings like bars and restaurants. Once known for their preference for mocktails and sober parties, Gen Z now appears to be catching up with older generations in clinking cocktail glasses.