Members of Gen Z aren’t ditching alcohol altogether. They’re just drinking differently — trading bar crawls for brunches, backyard hangouts and beach days, industry experts say.
A growing number of younger adults are opting for so-called “daycaps” instead of the traditional nightcap, incorporating more intentional drinking and calling it a night earlier, as Business Insider reported.
About 34% of legal-age Gen Z consumers say they prefer drinking early in the evening over late-night occasions, according to a 2026 Bacardi survey.
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“They tend to socialize differently, prioritizing activity-centric occasions like games, workouts and concerts,” said Brandy Rand, vice president of hospitality at Questex, which produces the Bar & Restaurant Expo in Las Vegas.
“Beverages enhance the experience, not define it,” Rand told Fox News Digital.
Younger consumers are drinking more deliberately, agreed Caroline Begley, vice president of marketing for Pernod Ricard USA in New York City.
“They prioritize connection, community and making a mindful drink choice that fits into their lifestyle,” Begley told Fox News Digital.
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She pointed to brunch as a major example of the trend.
“It’s becoming a key cultural moment again — not just a meal, but an experience,” she said.
She also noted growing interest in outdoor gatherings such as festivals, beach days and backyard get-togethers, where consumers are gravitating toward easy, refreshing drinks that fit more relaxed settings.
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Begley said brands within the Pernod Ricard portfolio are leaning into the shift with Absolut Tabasco for brunch, and ready-to-drink lines like Malibu & Dole and Absolut & Ocean Spray Refreshers for more relaxed occasions.
“As drinking culture reshapes, we’re prioritizing offerings that lend to connection, versatility and experiences that feel both intentional and effortlessly enjoyable,” Begley said.
Lower-alcohol options, spritzes and non-alcoholic alternatives are all gaining traction as younger consumers seek to balance social lives with wellness and next-day productivity.
Gen Z individuals feel pressure to do both, according to data from the International Alliance for Responsible Drinking, with about half saying health messaging encourages them to moderate their alcohol use.
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“By choosing to imbibe earlier in the day, they are often opting for less potent drinks and ending outings earlier, which supports better rest and decision-making,” said Molly Horn, a Washington, D.C.-based chief mixologist and spirits educator at Total Wine & More. “This generation is choosing flavor over strength.”
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Industry analysts say young people are having fewer drinks overall but choosing higher-quality options when they do.
“Long gone are the days of Red Bull vodkas and Jägerbombs,” Anthony Aviles, food and beverage director at The Rittenhouse Hotel in Philadelphia, told Fox News Digital.
“Daytime socialization seems to offer more opportunities for early nights in, allowing them to protect their mental health and hopefully avoid the dreaded punishment of hangovers,” he said of the younger crowd.
He noted the growing demand for daytime-friendly menus, lower-alcohol cocktails and expanded mocktail offerings.
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“Where mocktails used to be a ‘nice-to-have’ section of menus, often thrown together with minimal thought, they have now become a necessity,” he said.
Even as overall alcohol consumption declines in some markets, drinking among Gen Z is rebounding, according to data from IWSR, a U.K.-based global beverage alcohol research firm.
Younger consumers are also more likely to explore a wide range of drink categories, maintaining a broader mix of choices, according to IWSR.
Alcohol usage has surged among Gen Z adults compared to April 2023, Richard Halstead, chief operating officer of consumer insights for IWSR, said in a statement.
“There is evidence that the propensity to go out and spend more is recovering among this group — challenging the received wisdom that this generation is ‘abandoning’ alcohol,” he added.
