Gen Z ditches alcohol at age 23, embracing THC drinks as the new social high, signaling a wellness revolution that could upend the $100 billion booze industry.
Story Snapshot
- 61% of U.S. adults, including 63% of Gen Z, report less interest in alcohol after first trying it.
- Gen Z loses alcohol appeal at 23, far earlier than baby boomers at 44.
- THC beverages declared “in” for 2026, matching alcohol’s “out” status at 18% each.
- 48% of Gen Z pursue “California sober” lifestyles, swapping booze for cannabis.
- U.S. alcohol volume dropped 8% from 2021 to 2025 amid wellness shifts.
Survey Reveals Generational Shift in Drinking Habits
Talker Research surveyed 2,000 U.S. adults aged 21+ from December 12-17, 2025, for Señorita THC Margaritas. Results show 61% decreased alcohol interest post-first try. Gen Z leads at 63%, peaking disinterest at age 23 versus 44 for boomers. Health concerns drive 40%, hangovers 36%, and non-alcoholic options appeal to 21% of Gen Z. This data, published early January 2026 by Scripps News, underscores evolving priorities.
https://www.youtube.com/watch?v=rkHBKzH88Ag
THC Emerges as Alcohol’s Bold Replacement
Señorita THC Margaritas positions THC drinks as hangover-free social alternatives. 48% view THC normalization akin to alcohol; 33% prefer THC beverages over smoking marijuana. 18% predict THC drinks “in” for 2026, tying alcohol’s “out” forecast. Rick Schepp, Señorita GM, states THC demand redefines socializing without downsides. Gen Z’s 48% “California sober” adoption—abstaining alcohol, using cannabis—accelerates this trend.
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Declining Alcohol Consumption Trends Accelerate
Euromonitor reports U.S. alcohol volume fell 8% to 28.4 billion liters by 2025. Gallup notes Gen Z and Millennials down 9-10% since 2023. Beer volume dropped 2.9% year-over-year in 2024; wine fell 3% in 2023. Home drinking rose to 63% in 2025 from 54% in 2015, with sports events boosting at-home use to 21%. Cannabis now surpasses daily alcohol use post-legalization expansions.
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Gen Z Drives Beverage Industry Transformation
Gen Z comprises 11% of alcohol-buying households but just 7% of spending dollars, wielding outsized RTD influence. 53% perceive moderate drinking as harmful amid inflation and digital leisure. BCG’s Clément Richet warns alcohol firms: Gen Z preferences grow critical. NIQ data confirms Gen Z’s RTD favoritism despite low volume. Producers pivot to premium flavors as volumes contract.
https://www.youtube.com/watch?v=nkwLBsOMl3o
Socially, 30% know “California sober”; 34% identify with it, Gen Z at 48%. 60% expect THC to outpace alcohol for Gen Z. Facts align with conservative values favoring personal responsibility and health over excess; Schepp’s claims hold via survey rigor.
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Industry Faces Short-Term Losses, Long-Term Reinvention
Short-term, beer value dipped 0.7% in 2024; non-alcoholic and functional drinks surge. Long-term, Gen Z redefines socializing via mocktails and THC, boosting premium limited alcohol. Hospitality shifts to vibe venues with non-pour profits; mocktail searches grew 13%[8]. Alcohol incumbents dominate volume but risk demographic erosion as innovators like Señorita capitalize.
Expert consensus from BCG and NIQ validates moderation: Gen Z seeks selective bold drinks but prioritizes wellness[9]. This selective shift reflects common-sense health focus, not prohibition, empowering consumers over industry giants.
Sources:
https://www.scrippsnews.com/life/food-and-drink/2026-trend-alcohol-out-thc-drinks-in
https://www.bcg.com/publications/2026/beyond-dry-january-americans-rethinking-alcohol-consumption
https://nielseniq.com/global/en/insights/analysis/2026/what-does-2026-have-in-store-for-drinks-trends-and-hospitality-operators/
https://www.prosightfa.org/insights/generational-consumption-changes-are-redefining-risk-in-alcoholic-beverage-makers/
https://ansira.com/blog/2026-alcohol-trends/
https://meetglimpse.com/trends/alcohol-trends/
https://nielseniq.com/global/en/insights/analysis/2026/from-value-to-vibe-how-moderation-preference-and-new-drinkers-are-reshaping-us-beverage-alcohol/
https://daily.sevenfifty.com/6-spirits-industry-and-cocktail-trends-to-watch-in-2026/
https://cstoredecisions.com/gen-z-seeks-bold-unique-alcoholic-beverages/
