Which generation were the oldest when they started drinking alcohol? Which generation, from Gen Z to Boomers, are most likely to drink only for special occasions? And how do consumers of different generations select their alcoholic beverage of choice?

Below, check out a profile of generational drinking trends from the youngest imbibers to the oldest, and see how consumers’ drinking preferences and habits vary as they age. 

The snapshot of these drinking trends across generations comes from our “Drinking Habits” SIP report series. Datassential fielded this research in March 2024 with 3,000 U.S. consumers over 21; 2,000 of whom drank alcohol at least once a year, and 1,000 currently do not drink alcohol at all.

Using the following imagined profiles for consumers that fit the model of their particular generation, you can see what, where and why Americans of all ages drink (or don’t), and use it to cater to each consumer in a far more specialized way: 

Izzy, 21, Gen Z

Born Between 1997 and 2010

As a member of the youngest generation in adulthood, Izzy* and her Gen Z cohorts are countering the stereotype of wild youth: they tend to have had their first drink after they turned 18, and more than half of Gen Z consumers who say they don’t drink have never had alcohol. What’s more, nearly two-thirds of those non-drinkers say they don’t plan on ever drinking. 

As for the reasons for staying away from alcohol, Gen Z non-drinkers typically abstain because they don’t enjoy the taste or for health reasons, but they’re also the most likely generation to cut out booze to save money.

To appeal to these Gen Z abstainers, the key is to focus on unique, flavorful non-alcoholic beverages that aren’t merely replacements or alternatives for anything alcoholic.

For those in this generation that do imbibe, nearly 40% say they often have beverages like hard lemonade or tea around the house. They’re also considered a cheap, versatile choice for casual social settings.

Gen Z are also more likely than Gen Xers and Boomers to consider themselves experts of the drink types they like, such as vodka, hard seltzer, or malt beverages.

Melanie, 36, Millennial

Born Between 1982 and 1996

For Millennials like Melanie*, drinking is an opportunity to socialize and try new things.  

Millennials are more likely to have a late-night drink or one during a weekend social occasion with friends. They strongly prefer to drink with others and tend to have a solo nightcap far less often. 

When going to bars, restaurants or other establishments, they are the most likely generation to try a new or experimental beverage versus a reliable classic. 

More so than any other generation, Millennials are open-minded, flexible drinkers that tend to be drawn to beer and spirits – beer for social occasions and a fancy cocktail when dining at an upscale venue.. Millennials are the generation most likely to consider themselves connoisseurs of beer and brown spirits like bourbon and scotch. 

Those Millennials who abstain from alcohol typically pass because they don’t like the taste, or out of concern for their physical or mental health. And those in this generation who don’t drink crave more unique flavors and variety in the non-alcoholic beverages currently available. 

Although two-thirds of Millennials are aware of no-ABV adult beverages, very few have tried them more than once. Millennial abstainers are more likely to choose recreational substances including tobacco, vape, cannabis, etc. over a no-ABV beer or cocktail.

Rex, 52, Gen X

Born Between 1965 and 1981

Rex* and his fellow Gen Xers are among the consumers that are most likely to opt for a beer when choosing an alcoholic beverage at the end of a long day, 

Compared with Gen Z and Millennials, Gen X drinkers are slightly more comfortable drinking at home and during the day, but less comfortable drinking alone. When at a bar or restaurant, two in five Gen X drinkers would usually stick to beverages they know and love.

Like Millennials, Gen X drinkers drink somewhat widely and rarely consider themselves connoisseurs of any specific beverage. Beyond beer – the most popular drink among consumers in this generation – Gen X drinkers have a strong affinity for mixed drinks and cocktails, especially for an upscale occasion.

For those that don’t drink, roughly half of Gen X abstainers are in general content with the current non-alcoholic beverage options available to them, but they’ll happily try some new flavors and varieties.

While most of Gen Xers have been exposed to no-ABV adult beverages, few would choose them over a traditional non-alcoholic beverage – a soda, a sparkling juice, or just plain water – whether at home or at a restaurant or bar.

Cooper, 67, Boomer

Born Between 1943 and 1964

Boomers like Cooper* tend to drink less often and less widely than younger generations.

Boomers  prefer daytime or afternoon drinks over nightcaps, and keep alcohol mostly for special occasions. That tends to mean that when they do drink, they strongly prefer to drink with others, and are willing to splurge on high-quality beverages. 

While younger generations may experiment or try different kinds of alcoholic beverages on occasion, Boomers tend to stick to familiar and ubiquitous beverages like beer or white wine.

Despite their likelihood to order “the usual” at a bar or restaurant, they rarely consider themselves experts at any one type. And while they gravitate to beer or wine, they are the most likely generation to say “no thanks” and opt for a non-alcoholic beverage instead. 

Boomers rarely consider themselves connoisseurs or experts of any beverage type. Whether at home or away from home, Boomers will gravitate first to beer and wine, though they are the most likely generation to pass up alcohol in favor of non-alcoholic beverages.

Three-quarters of Boomer abstainers are former drinkers, though most don’t plan on drinking again – largely due to health reasons.

Compared with younger generations, Boomer teetotalers feel the least pressure to drink and are the most comfortable without alcohol in any social setting. Among all non-drinkers, Boomers are also the most likely to be satisfied with the current variety of non-alcoholic options across both retail and foodservice. 

Samantha Des Jardins is the Content Marketing Manager at Datassential. 

* The names used in this article have been created for illustrative purposes only, but the data and research seen above is very real! 

If you’re a subscriber, you can access the full reports containing the information above  – and hundreds more in presentation-ready formats – in Datassential’s Report Pro insights library. 

If you’re not a subscriber and want more information on beverage trends, fill out the form linked here. 

Click here for more of the latest U.S. food and beverage trends from Datassential, or check out the cutting-edge food and beverage trends from Europe.