Gen Z Embraces Relaxed Gatherings, But Opportunities Exist for Alcohol Brands

As social gatherings evolve, Gen Z is gravitating away from the electric vibe of nightclubs to more tranquil settings like parks and cozy house parties.

A recent Gallup survey highlighted a shift among 18 to 34-year-olds in the US, showing a 9% decline in alcohol consumption from 2023 to 2025.

Additionally, expenditure on alcohol by individuals aged 25 to 34 decreased by 11% in 2023 compared to 2003, factoring in inflation.

Yet, Suntory, a major name behind brands like Jim Beam and Maker's Mark, sees potential within these changing dynamics.

Redefining Fun for a New Generation

According to Jing Mertoglu at Suntory, the definition of entertainment has evolved significantly for today's youth.

Unlike their predecessors, who frequented discos and karaoke bars, Gen Z values varied and often quieter social activities.

"The spectrum of enjoyable activities now includes picnics and camping," Mertoglu explained.

Niche experiences like micro-clubs in China and themed gatherings in Singapore are gaining traction.

Events like Singapore's daytime matcha raves are drawing significant attendance, illustrating this trend.

Comfort of Home Gatherings

Following the pandemic, many prefer drinking and socializing in the comfort of their homes.

The 'home premise,' as Mertoglu terms it, offers both cost-effectiveness and a cozy atmosphere.

"Avoiding the hassle of travel makes home gatherings more appealing," she noted.

This trend coincides with Gen Z's continued enthusiasm for concerts and large events.

Transforming Work and Social Drinking Patterns

Changing work environments have also shifted social drinking habits, particularly after the workweek ends.

What was once a Friday night out for drinks has adapted as remote work blurs weekday boundaries.

New Opportunities for Beverage Companies

Even in these laid-back settings, alcohol remains a staple, though consumption patterns differ.

Suntory is tapping into this by promoting ready-to-drink cocktails, ideal for casual outings.

The company reports substantial growth in this segment, particularly in Japan and the US.

Beverage giants like Anheuser-Busch InBev are witnessing spikes in non-alcoholic offerings, such as Corona Cero.

Health Trends Drive Market Change

Health and wellness consciousness among Gen Z influences their beverage choices.

They seek diverse options ranging from mocktails to lighter, low-alcohol alternatives.

Mertoglu remarked, "They're focusing on keeping their lifestyle as healthy as possible."