From classic beers like Coors and Budweiser to premium spirits like Hendrick’s and Tanqueray, everyone has their own preference in alcohol which is usually influenced by our generation. Over the last fifty to sixty years, the way society appreciates and interacts with alcohol has fundamentally changed. What was once an essential feature of any group event or social occasion has become less and less relevant, especially to today’s young adults, many of whom have cut alcohol out entirely. In place of once favoured alcohols such as classic wines and malt whiskies, the modern day alcohol industry is seeing craft cocktails and premium spirits rise from the ashes.
Baby Boomers (1946 — 1964)
Baby Boomers are by far the heaviest drinkers of all the generations. The majority of people in this generation, especially the women, also tend to steadily increase their alcohol consumption over time. This may be linked to this generation being less concerned with wellness than younger generations.
Baby Boomers characteristically prefer classic alcoholic drinks. This generally includes wine and sherry for women and beer and malt whisky for men. This generation tends to enjoy their alcohol in their own home, at a friend or family member’s home, or when out at a restaurant for dinner. This means that, whilst Baby Boomers do tend to be social drinkers, the socialising is usually in a laid back setting.
Generation X (1965 — 1980)
Generation X tend to drink more than Millennials and Generation Zs but drink less than Baby Boomers. Their drinking habits tend to be very stable and largely remain unchanged over time. In general, Generation X tends to use alcohol for relaxation purposes, making them the most likely generation to consume alcohol alone.
Generation X has a strong preference for wine, especially sparkling white wine and sparkling rosé wine. This generation purchases more wine than any other generation and are the largest consumers of wine in the US; this is including Baby Boomers, who were traditionally the heaviest consumers of wine. Generation X tends to make purchases based on their established preferences but may be influenced to try new alcohol brands based on TV or print advertising.
Millennials (1981 — 1997)
Whilst Millennials drink less than their preceding generations, the number of Millennials who drink is still in a majority. In fact, Millennials are the primary drivers of the alcohol industry and were responsible for a 12% rise in global alcohol consumption following the COVID-19 pandemic. Millennials are very social drinkers and therefore tend to drink outside of their home in company and at social events.
Wine is a popular choice among Millennials. Red wine is the top choice for almost a quarter of Millennial women whereas white wine is the drink of choice for approximately a fifth of female Millennials. Millennials also tend to particularly enjoy craft cocktails, premium gin such as Hendrick’s and Tanqueray, and craft beers such as Brewdog Punk IPA and Sierra Nevada Pale Ale.
Gen Z (1998 — 2012)
The young people of today are drinking astoundingly less than the young people of generations past. Generation Zs in their 20s drink around 20% less per capita than Millennials did at their age. More than this, around 28% of this generation have actually chosen to abstain from alcohol consumption entirely. For most Generation Zs, this choice to drink less or no alcohol is due to an increased awareness of the risks of drinking and a stronger interest in personal wellness, both mental and physical.
Those who do drink tend to do so for enjoyment of the beverage itself rather than any particular social reason, although some Generation Zs do state alcohol helps them to feel less anxious in social situations. This leads to many Generation Zs opting for fun drinks like craft cocktails, malt beverages, and even cream liqueurs in milkshakes and hot chocolates.
