As traditional drinking culture declines among younger Americans, a notable shift is emerging, Business Insider reports.
Restaurants, clubs, and businesses are capitalizing on Gen Z’s preference for sober socializing, creating spaces and experiences that cater to their evolving lifestyle.
For many in this generation, a typical weekend might include sports games, brunches, book clubs, or creative hobbies—often without alcohol. Olivia, a 28-year-old finance professional in Philadelphia, notes a growing trend among her peers.
“A few years ago, people thought I was crazy for not drinking,” she says. “Now, it’s more common, and some friends are even joining me in cutting out alcohol.”
This movement is not just anecdotal; data backs it up. Gallup polling shows that alcohol consumption among 18- to 34-year-olds has dropped to record lows, while the number of young adults who view even moderate drinking as harmful has doubled since the early 2000s. Concerns about health risks, including warnings from the US Surgeon General about alcohol’s link to cancer, have amplified this trend.
For Gen Z, the decision to abstain often ties into broader wellness trends. Chloe Richman, a 29-year-old podcast co-host, cut out alcohol after exploring wellness practices like 75 Hard and cold plunges.
“I became obsessed with treating my body the best it can be,” she says.
This sentiment reflects a larger generational tendency to prioritize health and mindfulness over indulgence.
This shift is transforming businesses and creating opportunities for new ventures. Bars and clubs are expanding their non-alcoholic offerings, while nonalcoholic beverage sales are booming, reaching $13 billion globally in 2023. Iconic brands like Heineken are increasing their portfolios of alcohol-free products, and celebrities like Tom Holland are launching their own nonalcoholic beer lines.
Beyond traditional establishments, new spaces are catering to Gen Z’s interests. In Manhattan, Chaotic Good Café offers a board game-focused environment, while venues like Cream City Clay in Wisconsin attract young adults interested in pottery and other creative hobbies. Even rock climbing gyms are becoming popular alternatives to alcohol-centric activities, offering a social and physical challenge for thrill-seekers.
The rise of sober socializing has affected not just individual habits but entire industries. Concert venues report lower alcohol sales, and bars are pivoting their business models. Meanwhile, nonalcoholic beverage companies and wellness-focused ventures are thriving.
This cultural shift could bring back “third spaces”—places outside of home and work where people gather and connect. For Gen Z, these spaces are less about drinking and more about shared experiences, whether that’s a speed-dating event, a Dungeons & Dragons night, or a book club meeting.
While many Gen Zers are fully embracing sobriety, others remain “sober-curious,” cutting back rather than abstaining entirely. Some are turning to alternative substances, like cannabis, with companies developing lower-dosage products to meet this demand.
At its core, the movement reflects a generational shift in values: health, connection, and meaningful experiences outweigh the traditional allure of alcohol.
