The alcohol industry is undergoing a notable shift as Generation Z adopts a ‘sober-curious’ lifestyle. This trend has sparked a demand for quality drinks. A Gallup poll from 2025 revealed that only 54% of U.S. adults reported drinking alcohol, the lowest rate in 90 years. Historically, the percentage hovered around 60% from 1997 to 2023, dipping to 58% in 2024 before falling again in 2025.
As Gen Z embraces this lifestyle, the alcohol industry faces a new challenge. They must persuade young adults to see their products as worth the investment.
Gen Z still drinks but prefers quality and earlier in the day; a trend known as ‘daycap’ is changing nightlife.
Ryan Close, CEO and founder of Bartesian, speaks on this shift. Consumers are now leaning towards premium experiences over quantity. Close notes that, instead of drinking more or less, Gen Z seeks higher-quality options. He shared with Fox News Digital that data indicates a reduction in alcohol consumption with an increased expectation of quality from these consumers.
Bartesian offers an automated cocktail machine, allowing users to create cocktails using flavor capsules and their choice of spirits. Close observed a pattern before starting Bartesian—people tended to drink wine and beer at home while ordering cocktails when out. The complexity of making cocktails at home deters many, a problem Bartesian aims to solve by providing easy-to-make cocktails without artificial ingredients.
Industry research supports the demand for quality. A January report by NielsenIQ pointed out that 67% of spirit drinkers and around 52% of average drinkers would pay more for better quality, though the study focused on in-premises drinking.
Close suggests that this shift isn’t solely about what people drink, but why they drink. Gen Z seems interested in shared experiences rather than drinking for the sake of it. Bartesian offers customization in flavors, spirits, and alcohol quantity, catering to this desire for a tailored drinking experience.
Many from Gen Z reached legal drinking age during the COVID-19 pandemic, with bars and restaurants restricted. This has led to a view of the home setting as an extension of bars, increasing demand for at-home premium experiences. Rising cocktail prices also influence this trend, with consumers becoming selective in their spending.
Close underscores the value of home-made cocktails, citing a personal experience in New York City where a martini, costing $24, lacked a key ingredient. Consumers can recreate quality experiences at home for a fraction of the cost, aligning with the desire for value and quality.
This trend is about adapting to consumer demands, focusing on deliberate drinking choices. Rachel Wolf, a media and culture reporter for Fox News Digital, contributes insights to this evolving narrative.