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New Delhi: Today’s era belongs to Gen Z i.e. the generation born between 1997 and 2012. This generation is not only adept in technology and the digital world, but also has different thinking from the previous generations in their lifestyle. While there was a time when the atmosphere of alcohol and smoke was common in parties and gatherings of friends, now the young generation is moving away from these traditions.

reduced alcohol consumption

This change of the new generation has not only affected personal lives, but has also dealt a blow to the global liquor trade. According to a Forbes report published in January 2026, Gen Z’s tendency to drink less alcohol resulted in a loss of approximately $830 million in shares of alcohol companies. The report also states that famous brands like Jim Beam had to reduce their production capacity. Research shows that Gen Z consumes approximately 20% to 30% less alcohol than previous generations, especially Millennials.

sober curious new trend

The trend of being ‘sober curious’ or being conscious has now become a new fashion among the youth. Instead of alcohol, youth are now preferring mocktails, low-alcohol drinks, vitamin-rich or CBD drinks. This is not just a health concern, but has also become a kind of style statement.

Increasing awareness of healthy and mental health

The biggest reason for the decline in alcohol consumption is the increasing awareness towards health and fitness. Gen Z youth want to avoid the negative effects of alcohol such as lack of sleep, hang-around anxiety, mental imbalance and long-term health risks. This is the reason why they are including alcohol less in their social and personal life.

influence of social media

Another important reason is digital and social media vigilance. According to reports, about 49% of youth are cautious about their social media images while going out. They are afraid of sharing their drunk photos or videos and hence are reducing the consumption of alcohol in the party.

wide impact of change

This change is not only affecting personal lives, but also on the liquor industry and the global market. Liquor companies are now forced to change production and marketing strategies. Also, this trend indicates that the young generation is giving priority to their health and mental balance.