The alcohol industry has traditionally depended on young adults becoming regular drinkers. However, Gen Z is initiating a shift by embracing ‘sober-curious’ lifestyles while seeking high-quality beverages.
A 2025 Gallup poll revealed a decline in alcohol consumption among U.S. adults to 54%, the lowest in 90 years of tracking. From 1997 to 2023, Gallup consistently found 60% of Americans drinking alcohol. This figure decreased to 58% in 2024 and further to 54% in 2025.
The alcohol industry now faces the challenge of convincing young adults of the value in their products instead of simply encouraging lifelong consumption.
Trends in Alcohol Consumption
Bartesian CEO Ryan Close observes a shift towards quality over quantity. Consumers are not necessarily drinking more or less, but are instead seeking superior beverage options.
‘I’m not gonna argue with the data, you know, they probably are drinking less alcohol. I think they’re drinking less, but with the expectation that ‘I want better’,’ Close commented regarding Gen Z’s preferences.
Bartesian produces an automated home cocktail machine using flavor capsules and spirits, providing bar-style cocktails at home. Close notes that before establishing Bartesian, consumers mainly drank wine and beer at home while preferring cocktails at bars.
He explains his company’s focus on delivering premium cocktails made from genuine ingredients, avoiding artificial elements.
Consumer Trends Towards Quality
Research supports Close’s observations. A NielsenIQ report outlined five consumer trends affecting the alcohol industry. It found that 67% of spirits drinkers and 52% of average consumers are willing to pay more for higher quality drinks. NIQ’s report primarily examined drinking habits outside the home.
Close believes that young consumers prioritize shared experiences over drinking for its own sake. Bartesian caters to this demand with customizable cocktails that allow users to choose flavors, spirits, and alcohol strength for a personal experience.
‘I just think the younger generation is more intentional and it’s not about, ‘Hey, I don’t wanna drink at all,’ it’s, ‘I wanna drink better, less often, and more quality’,’ Close told Fox News Digital.
Intention and Quality
Many older members of Gen Z turned 21 during the pandemic when restaurants and bars faced restrictions. As a result, there is a growing trend to view the home as an extension of these venues, fueling a desire for premium cocktails at home.
Close notes that rising cocktail prices have increased consumer selectivity in spending. He recounted paying around $24 for a martini missing an essential ingredient, opting instead to make the same drink at home for a fraction of the cost.
‘I’m not looking to spend $75 on martinis when I know — especially without the blue cheese — when I can go home and make that exact same cocktail for $3 or $4,’ he said.
The shift does not intend to replace bars and restaurants but meets demand from consumers who are deliberate about drink choices, venues, and the value of experiences.