Young adult holding a natural wine bottle with moody lighting, representing Gen Z wine drinking trends in 2024

Gen Z Is Drinking Wine—Just Not Like Your Parents: What the Latest Reports Reveal

Gen Z Is Drinking Wine—Just Not Like Your Parents: What the Latest Reports Reveal

For the past few years, headlines have been screaming:

“Gen Z is sober!”

“Gen Z doesn’t drink alcohol!”

“The wine industry is doomed!”

Relax.
New research says: not even close.

According to the latest 2024 IWSR report, Gen Z alcohol consumption is not declining—in fact, it's rising fast. In the U.S., drinking rates among Gen Z jumped from 46% to 70%, and in the UK from 66% to 76%, putting them nearly on par with Millennials and Gen X.

So no, Gen Z isn’t quitting alcohol—they’re just drinking differently. And smarter. And yes, hotter.

Let’s break down what this means for the wine industry, alcohol brands, and any marketer still stuck in 2017.

Gen Z and Alcohol: The Data Behind the Drinking

New data from IWSR, VinePair, and Bottleraid confirms that Gen Z is actively consuming alcohol—particularly wine, spirits, and premium beverages. The myth of the dry, kombucha-chugging, sober-curious Gen Z may have been overblown.

Instead, Gen Z’s relationship with alcohol is evolving, not disappearing.

Gen Z Drinking Trends (2024):

  • U.S. Gen Z alcohol consumption: up from 46% → 70%

  • UK Gen Z alcohol consumption: up from 66% → 76%

  • Frequency: Gen Z drinks just as often as Millennials

  • Preferred categories: Wine, craft cocktails, natural wine, low-ABV options

This isn’t anecdotal. It’s backed by behavioral data and purchase patterns, and it matters—because Gen Z is the next major buying power in the alcohol market.

How Gen Z Drinks: Key Differences in Behavior

So what makes Gen Z wine drinkers and alcohol consumers unique? Three big things:

1. Purpose Over Party

Gen Z doesn’t drink just to drink. They drink to feel something—to relax, explore, unwind, or elevate a moment. They want the ritual, not the rager.

2. Aesthetic + Ethic

Gen Z wants wine that:

  • Looks good (aka Instagram-worthy labels)

  • Tastes great (funky, fresh, fun)

  • Aligns with values (organic, biodynamic, low-intervention)

They care about sustainability, storytelling, and small producers. That’s why natural wine and independent winemakers are trending hard with this generation.

3. Premiumization Without Pretension

They’ll pay more—but only if it’s worth it. Gen Z will skip two $15 bottles to buy one $30 bottle that makes them feel something.

What About the “Sober Curious” Gen Z?

Yes, some Gen Zers are moderating alcohol use, or choosing non-alcoholic options for health reasons. But that doesn’t mean they’ve disappeared from the alcohol market.

According to AskAttest, 39% of Gen Zers drink occasionally, and 21.5% abstain. That still leaves a large majority engaging with wine, spirits, and alcoholic beverages regularly.

The key is to offer transparency, quality, and real options—from low-ABV wines to no-nonsense bottles with personality.

Why the Wine Industry Needs to Stop Freaking Out

Millennials disrupted wine.
Gen Z is redefining it.

This generation doesn't want exclusivity—they want accessibility. They don’t want pomp and circumstance—they want personality. And they certainly don’t want to be talked down to.

If you’re in wine and still pushing the same stale messaging, congrats—you’ve officially aged out of relevance.

To win Gen Z, brands need to:

✅ Speak their language
✅ Tell real stories
✅ Showcase values (sustainability, craftsmanship, identity)
✅ Prioritize discovery, not legacy
✅ Focus on digital-native experiences (hello TikTok, Instagram, and DTC)

InBodega: Built for This Moment

At InBodega, we’re not adapting to Gen Z—we were built for them.

We don’t just sell wine. We sell stories. Vibes. Bottles that mean something.
We feature independent, boutique, low-intervention winemakers who actually give a damn.
We tell you who made it, why it matters, and how to drink it like a legend.

Forget gatekeeping. Forget snobbery.
This is wine for people who want to feel it, not just fake it.

Want to Know What Gen Z Is Actually Drinking?

Start with these:

  • Natural Wines That Slap

  • Funky Pet-Nats With Main Character Energy

  • Bottles That Look As Good As They Taste

  • Low-Intervention Wines for High-Impact Nights

TL;DR: Gen Z Wine Drinking Report (2024)

  • Gen Z is drinking alcohol, including wine, according to IWSR and VinePair.

  • Their drinking is more intentional, more aesthetic, and more value-driven.

  • Wine brands need to ditch the prestige act and show up with story, soul, and realness.

  • Gen Z doesn’t want to be sold to—they want to discover.

  • InBodega is already there.

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