NEWNow you can listen to Fox News articles!
Members of Gen Z are not completely abstaining from alcohol. They’re just drinking differently — trading bar crawls for brunches, backyard hangouts and beach days, industry experts say.
A growing number of young adults are choosing so-called “daycaps” instead of the traditional nightcap, which involves deliberately drinking more and more expensive the night before, as reported by Business Insider.
About 34% of Gen Z consumers of legal age say they prefer drinking early in the morning to late at night, according to Bacardi’s 2026 study.
BARS RESPOND TO ‘SMALL’ COCKTAILS AS AMERICAS SERVE DRINKS, SPEND Amid RISING PRICES
“They tend to organize themselves differently, prioritizing events that focus on things like sports, fitness and concerts,” said Brandy Rand, vice president of Hospitality at Questex, which produces the Bar & Restaurant Expo in Las Vegas.
“Drinks enhance the experience, not define it,” Rand told Fox News Digital.
Members of Gen Z are turning to earlier periods of deliberate drinking, experts say. (Stock)
Young consumers are drinking more deliberately, agreed Caroline Begley, vice president of marketing for Pernod Ricard USA in New York City.
“They’re prioritizing communication, community and choosing a beverage that fits their lifestyle,” Begley told Fox News Digital.
RED WINE OR WHITE WINE? DOCTOR RECOMMENDS HEALTHY CHOICES, AND PRECAUTIONARY DETAILS
He pointed to brunch as a prime example of this trend.
“It’s going to be an important cultural moment again – not just the food, but the experience,” she said.
Classic brunch drinks like Bloody Marys are helping to fuel the daytime drinking habits of young consumers. (Stock)
He also noted growing interest in outdoor gatherings such as festivals, beach days and backyard gatherings, where consumers gravitate toward light, refreshing drinks that fit in more relaxed settings.
‘BIG AND GREAT’ HOLIDAY BILL WOULD ALLOW COUNTRY HOUSES TO SERVE LIQUOR WITHOUT A LICENSE
Begley said the products within Pernod Ricard’s portfolio are leaning toward a shift with Absolut Tabasco for brunch, and ready-to-drink lines like Malibu & Dole and Absolut & Ocean Spray Refreshers for off-hours.
“As drinking culture evolves, we’re prioritizing offerings that lend themselves to connectivity, flexibility and an experience that feels purposeful and effortlessly enjoyable,” Begley said.
Light, refreshing drinks that fit in relaxed public spaces are becoming popular with members of Gen Z, experts say. (Stock)
Low-alcohol options, spritzes and non-alcoholic alternatives are all benefiting as younger consumers seek to balance social lives with well-being and next-day productivity.
Gen Z people feel pressure to do both, according to data from the International Alliance for Responsible Drinking, with nearly half saying health messages encourage them to cut back on alcohol consumption.
CLICK HERE TO SUBSCRIBE TO OUR LIFE NEWSLETTER
“By choosing to drink earlier in the day, they tend to choose slightly stronger drinks and finish going out early, which supports better relaxation and decision-making,” says Molly Horn, Washington, DC-based master mixologist and spirits instructor at Total Wine & More. “This generation prefers taste over power.”
CLICK HERE FOR MORE LIFESTYLE NEWS
Industry analysts say young people drink fewer drinks overall but choose higher quality options when they do drink.
“Gone are the days of Red Bull vodkas and Jägerbombs,” Anthony Aviles, director of food and beverage at The Rittenhouse Hotel in Philadelphia, told Fox News Digital.
Earlier trips and light drinks help consumers avoid hangovers and late nights. (Stock)
“Daytime fun seems to offer more opportunities for early nights, 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 menus, low-alcohol cocktails and expanded mocktail offerings.
TEST YOURSELF WITH OUR LATEST LIFESTYLE QUIZ
“Where mocktails used to be part of ‘nice to have’ menus, often put together with little thought, they are now a necessity,” he said.
Even as overall alcohol consumption is falling in some markets, drinking among Gen Z is on the rise, according to data from IWSR, a UK-based global alcohol consumption research firm.
Bars and brands adapt with lunch-friendly menus and ready-to-drink options. (Stock)
Younger consumers are also more likely to explore more beverage categories, maintaining a wider mix of options, according to the IWSR.
Alcohol consumption has increased significantly among Gen Z adults compared to April 2023, said Richard Halstead, IWSR’s chief consumer information officer, in a statement.
CLICK HERE TO DOWNLOAD THE FOX NEWS PROGRAM
“There is evidence that the propensity to go out and spend more is recovering in this group – challenging the received wisdom that this generation is ‘quitting’ alcohol,” he added.
