Studies Show That One Generation Is Leading The Alcohol-Free Revolution
There's a reason you're seeing "mocktails" on the menu so much these days.
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Subscribe for free to get more stories like this directly to your inboxWhile there have long been non-alcoholic variations of typically alcoholic beverages available, the trend has heated up in recent years. There are entire sections of supermarkets dedicated to these beverages as well as special events and establishments that exclusively serve such drinks.
And if you’re wondering what has influenced this shift away from booze the most, one industry leader points a finger directly at Millennials.
The zero-proof generation
The International Wine and Spirits Record conducted a wide-ranging study that isolated the most 30-something Millennial generation as the biggest consumer of non-alcoholic beverages. Of course, this doesn’t mean that folks in this age group are shunning alcohol altogether.
In fact, the evidence shows that Millennials are more likely to enjoy both alcoholic drinks and their “virgin” counterparts. Across the general population, 13% of drinkers say they enjoy beverages from both categories … but here’s how the data breaks down among generations:
- 11% for Generation X
- 13% for Generation Z
- 22% for Millennials
And whether they drink alcohol or not, the share of Millennials ordering non-alcoholic drinks keeps growing. Last year, this generation accounted for 45% of all non-alcoholic beverage consumption — and that percentage rose to a whopping 61% as of April 2024.
Who’s influencing whom?
There’s some confusion about why Millennials are so likely to order non-alcoholic drinks. Some point to the fact that many have young children and are looking for ways to socialize without getting drunk.
But there’s also reason to believe that this generation is simply responding to the unavoidable marketing of various non-alcoholic products. Whether it’s a mocktail at the bar or non-alcoholic beer at the grocery store, you don’t have to look far for an alcohol-free option.
Heck, even the U.S. Open now lists Heineken’s 0.0 non-alcoholic brew as an official partner.
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