Alcohol isn’t going anywhere. According to IWSR, 70% of US Gen Z adults drank alcohol in the past six months, up from 46% in 2023. Major markets, including the UK, Australia, and India, are seeing similar upticks. As wellness spending climbs, Gen Z is more likely than older cohorts to visit bars, try new drinks, and treat alcohol as part of a balanced lifestyle, not a vice to eliminate. US alcohol spending is falling amid inflation. But while total volume declines, younger and higher-income consumers are driving demand for premium spirits and RTD cocktails. In search of social connection, Gen Z is leading the return to on-premises drinking.