The Real Reason Gen Z Isn’t Drinking (Yet)
Hint: It’s not about TikTok cleanses or sober social media trends
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A recent RaboResearch report throws cold water on one of the wine world’s favourite myths: that Gen Z is drinking less because they’re too health-conscious, too image-driven, or too “sober curious” to bother with booze.
The real story lies in economics, structure, reality.
According to the report, Gen Z’s current lower alcohol consumption isn’t some permanent moral high ground. It’s a response to broader conditions - financial pressure, uncertain housing prospects, wage stagnation, and a cultural shift away from excessive consumption in early adulthood.
In other words: they’re not drinking less because they don’t like wine. They’re drinking less because they can’t afford to drink how or what they want.
📈 So what’s the outlook?
RaboResearch suggests that by the time Gen Z hits their mid-30s, their consumption levels will look a lot more like previous generations. And if you’re in the wine business that’s a quietly big deal.
Right now, the industry gets to enjoy the fact that underage and binge drinking are down. That’s progress. But longer-term, the report frames this as a strategic win for producers: a new wave of consumers - more mature, more intentional, and potentially more loyal - on the horizon.
💡 What this means for us
The question isn’t if Gen Z will drink. It’s what they’ll choose when they do - and who they’ll trust with their money. This isn’t a generation that buys into prestige or tradition without purpose. They want values, transparency, and something that speaks to them - not over them.
We can’t market to them like it’s 2005.
We can’t sell to them like they’re your dad’s finance bros.
And we sure can’t ignore them just because their wallets are thinner right now.
They’re watching. They’re learning. And when they’re ready to spend, they’ll spend smart.
If you’re in wine and still treating Gen Z like a mystery to solve rather than a generation to collaborate with - you’re already behind.
As always, thanks for reading - stay thirsty, stay curious. If you would like to further support me, you can follow me on Instagram or LinkedIN or tell your friends about this newsletter.
Aleksandar