Why young people are drinking less: not for the reason you think

Spoiler: it’s not because we’re boring—we just figured out a better way to drink

Alright, let’s get straight to it. I’m 25, right in the middle of this so-called Gen Z revolution, so trust me when I say: I know exactly what’s happening in the beverage world because I’m living it. And yes, we’re drinking less. Not because we’re boring or afraid to have fun, but because we’ve flipped the script on what a good night out looks like. And if you’re in the business of selling drinks, let me tell you: this shift is something you need to pay attention to.

Zebra Striping: drinking smart, not hard

Here’s a new term for your vocabulary: zebra striping. No, it’s not some Gen Z slang for fashion—it’s how we drink now. Imagine this: you’re out with your friends, and instead of powering through whiskey after whiskey, you mix it up. A gin and tonic, then a non-alcoholic spritz. A craft beer, then maybe a sparkling water. Why? Because we’ve figured out that balancing alcohol with something lighter makes the night longer, the conversations better, and the morning after way more bearable.

This trend isn’t just some niche habit; it’s everywhere. A report from Diageo predicts zebra striping will be one of the hottest trends by 2025. But honestly, it’s already a thing. In the UK, nearly 80% of Gen Z drinkers say they mix alcoholic and non-alcoholic drinks on nights out. And a solid 25% of us do it specifically to avoid getting drunk. It’s less about abstinence and more about making smarter choices.

Why are we drinking less?

Here’s the deal: alcohol doesn’t have the same appeal it did for older generations. For Boomers, drinking was almost a rite of passage. Millennials kept the party alive with their “work hard, play harder” vibe. But for my generation, it’s different.

We’ve grown up with wellness culture all around us. Social media constantly reminds us about “clean living,” and honestly, we’re here for it. A lot of us don’t see alcohol as the centerpiece of a fun night anymore. There are so many other options—mocktails, sober bars, even cannabis drinks (and yeah, I see how those make some people nervous).

There’s also the practical side. Between skyrocketing living costs and a focus on mental health, we’re just not as willing to throw money or energy at something that doesn’t leave us feeling great. And let’s not forget the data: young people today spend way less time socializing in person than previous generations. Less face-to-face time means fewer traditional “let’s all go out and drink” occasions.

What this means for beverage businesses

If I’ve learned one thing working in the beverage industry, it’s that the people who adapt win. So, let’s talk about what this shift means for managers in the distribution world:

1. Broaden Your Range
   If your portfolio doesn’t include high-quality no- and low-alcohol options, you’re missing out. This isn’t about stocking boring old soda—it’s about trendy, flavorful, and Instagrammable products. We want drinks that taste as good as the “real thing” and look even better in a group photo.
   

2. Ride the Zebra Striping Wave
   The mix of alcoholic and non-alcoholic options is where the action is. Start thinking about pairings: can you sell sparkling water alongside wine? Or maybe offer ready-to-drink mocktails next to your craft beers?
   

3. Shift the Messaging
   Forget the “party hard” slogans of the past. If you want to connect with Gen Z, talk about balance, quality, and experiences. We don’t want to feel like we’re making a sacrifice by skipping the alcohol—we want it to feel like an upgrade.
   

4. Think Beyond January
   Dry January is huge, sure, but this isn’t a one-month trend. This shift in drinking habits happens year-round. The brands that thrive are the ones making low- and no-alcohol options a permanent part of their lineup.

Why i’m excited about this

Here’s the personal bit: I actually love what’s happening. I’ve seen it firsthand with my friends. We’re not saying no to alcohol altogether; we’re just redefining what a good time looks like. It’s about staying in control, having fun, and waking up ready to conquer the world (or at least brunch).

And as someone who’s part of this generation but also thinking about the big picture, I see so much potential here. This isn’t a threat to the beverage industry—it’s a chance to innovate, to connect with a new audience, and to build a future where drinking is about quality over quantity.

So, if you’re reading this and wondering what your next move is, take it from me: the glass isn’t half empty—it’s just filled with something different. Cheers to that, whether it’s with a cocktail or a killer mocktail.

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Who am I?

From a young age, I’ve been captivated by the world of food and drinks. To me, products like wine, spirits, and cuisine represent the backbone of a country like Italy, a place where culinary tradition is both rich and deeply admired worldwide.

I say "hope" because it’s easy to forget how fortunate we are to have such a vibrant food culture, one that’s highly respected beyond our borders.

My awareness of this privilege began with a video by Oscar Farinetti (a controversial figure, yes, but let’s focus on the bigger picture), where he spoke about the unique privilege of being born in Italy.

While I didn’t have the fortune of being born here, I’m incredibly grateful to have been welcomed into such a unique country.

My mission is simple: to help Food & Beverage companies launch new products into the market or give existing ones the fresh boost they need to stand out.

That’s why I founded an agency called "Mamma Mia" a few years ago. Our goal is to be the perfect partner for elevating products in an increasingly competitive market.

Today, we’re a team of ten talented young professionals with a diverse range of skills, from strategy to creativity, covering both digital and offline landscapes.

With “Eat The Week” newsletter I travel the world and share stories, strategies, and successes from the beverage industry.