Gen Z's hanging out at chill parties over raves, but this alcohol exec says there's still an in for the booze business

"For Gen Z, the party has moved out of the nightclub and into picnics in the park and house parties - and they are drinking less. An August Gallup survey found that the number of 18 to 34-year-olds in the US - which includes young millennials - who reported that they drink alcohol dropped by 9% from 2023 to 2025."

"But a top executive at Suntory, the Japanese beverage company that owns the American whiskey giants Jim Beam and Maker's Mark, said there is still opportunity for booze businesses. She said Gen Zers still want to drink, but they consume different types of drinks in different spaces."

"Speaking of older cohorts like millennials, she said, 'When you go party, you only hit the karaoke bar, you only hit the disco.' While Gen Zers enjoy these 'very high energy' spaces, they equally appreciate mid-to-low energy spaces. 'I think they've now broadened their options for what socialization and having fun are looking like,' Mertoglu said. 'For some, picnics in the park are cool as well, while for others, gathering and camping mean having fun.'"

Gen Z drinking habits have shifted from nightclubs to more informal settings like picnics, house parties, and outdoor gatherings. Overall alcohol consumption among 18-34-year-olds declined, with a Gallup survey showing a 9% drop in reported drinking from 2023 to 2025. Spending by Americans aged 25 to 34 on alcohol was roughly 11% lower in 2023 than in 2003 when adjusted for inflation. Younger drinkers favor mid-to-low energy social spaces, at-home consumption, and lower-alcohol options. Beverage companies view these changes as opportunities to tailor products, occasions, and channels to new preferences.

Read at Business Insider