Drinking Trends

2 articles

Gen Z consumers are driving a 22% surge in non-alcoholic beer sales while also showing an increase in alcohol consumption, highlighting a complex relationship with drinking.

Non-alcoholic beer sales surge 22% amid Gen Z's conflicted drinking

Non-alcoholic beer purchases surged by 22% from December 2023 to November 2024 compared to the same period a year earlier, yet the proportion of legal-aged Gen Zers consuming alcohol also increased by

Daniel Moretti·April 20, 2026

Diverse Gen Z adults enjoying craft cocktails on a sunny outdoor patio, illustrating the 'daycap' trend and new on-premise drinking opportunities for bars and restaurants.

Drinks

Gen Z Daycap Trend Creates New On-Premise Cocktail Opportunity

Recent data shows Gen Z adults are increasingly shifting alcohol consumption to earlier, daytime occasions, known as the 'daycap trend.' This presents a significant new opportunity for on-premise venues and beverage brands.

Daniel Moretti·April 10, 2026