Gen Z’s Sobriety Slips as Alcopops Make a Comeback

Gen Z’s taste for alcopops is helping fuel a surprising shift in drinking habits, as new data shows the generation once dubbed “sober-curious” is now reaching for bottles in greater numbers. Interim Diageo CEO Nik Jhangiani says the return of ready-to-drink cocktails and flavored beverages like Smirnoff Ice presents a “huge opportunity” for the alcohol industry, with consumption among Gen Z rising from 66% to 73% in just two years. Industry experts link the uptick to the cost of living crisis and higher disposable income as more young adults enter the workforce, noting that while Gen Z still drinks less than older generations, moderation trends aren’t stopping the resurgence of pre-mixed favorites.