Gen Z’s Interest in Monthlong Abstinence Declines, Reveals IWSR Study

Recent findings from the IWSR’s Bevtrac survey indicate a notable decline in monthlong alcohol abstinence among Australia’s Generation Z (Gen Z) consumers. The study reveals a significant drop in the number of Gen Z legal drinking age (LDA+) individuals who participated in extended non-drinking periods.

Declining Trends in Alcohol Abstinence

In Australia, the percentage of Gen Z drinkers who reported abstaining from alcohol for a month or longer within the last six months has decreased from 39% to 24%. A parallel decline was noted in the United Kingdom, where this group dropped from 33% in autumn 2024 to 24% in autumn 2025.

Shifts in Drinking Habits

Salvatore Margiotta, the owner of Carlingford Cellar Door in Sydney, has observed an overall trend toward moderation among consumers. He remarked that while there is a distinct drop in sales during alcohol-free campaigns like Dry July and October, this trend affects all age groups, not solely younger drinkers. Margiotta indicated a significant shift towards a general reduction in consumption among younger generations.

• Sales in his establishment suggest that younger drinkers now consume considerably less than previous generations.
• There seems to be a split in preferences, with some opting for lower ABV drinks while others choose higher ABV options.

Mindful Drinking Choices

Jonathan Boadle, General Manager at Casa De Vino in Melbourne, echoed similar sentiments. He noted a decrease in monthlong no-alcohol periods among both Gen Z and Millennial customers, attributing this to a more mindful approach to drinking year-round. This generational shift reflects an inclination toward making health-conscious decisions, eliminating the need for extended abstinence as a “reset” mechanism.

He also observed that younger consumers’ social calendars, packed with events like music festivals and sports, link drinking more to experiences than habitual consumption at home.

Moderation and Economic Impact

Marten Lodewijks, President and Managing Director of IWSR, stated that moderation is becoming a significant trend in the beverage alcohol industry. Performative abstinence periods seem to be losing their appeal, with consumers simply drinking less often and in smaller quantities when they do indulge. This behavioral change is influenced by evolving attitudes and economic factors, particularly declining disposable income.

Patterns in Consumer Choices

Boadle emphasized that cost-of-living challenges are reshaping what younger consumers buy. He identified two primary patterns:

• Some individuals maintain their drinking volume but opt for lower-priced options.
• Others reduce their overall intake but select higher-quality products for special occasions.

This “drink less, drink better” trend is particularly pronounced among late Millennials and Gen Z, especially in the wine market. While overall consumption pressures impact various demographics, the real change lies in adjusting where consumers fall on the price spectrum rather than their purchasing habits.

Future Drinking Trends

According to IWSR data, after significant growth in past years, the drinking rate for Gen Z LDA+ individuals has stabilized and is harmonizing with that of the broader population. By mid-2025, 74% of Gen Z respondents reported drinking in the last six months, an increase from 66% in early 2023.

Margiotta anticipates that trends in 2026 will reflect stable engagement from Gen Z drinkers. They are showing increased interest in single-serve wines and smaller packaging for spirits, along with a shift towards alternative variety wines.

Premium Spirits on the Rise

Boadle predicts a continuous demand for premium products driven by exploration and experiences. For example, premium tequila has become increasingly popular, and early signs suggest customers are experimenting with less common categories, such as rum and cognac. This generation seeks unique products that enhance social gatherings and allow for experiential learning rather than mere consumption.

As alcohol consumption patterns evolve, it is clear that Gen Z is redefining their relationship with drinking, moving toward moderation and mindful choices.