The alcohol industry faces a shift as Generation Z adopts sober-curious lifestyles. This new approach challenges traditional growth strategies by seeking quality beverages over quantity. Gallup’s 2025 poll revealed that only 54% of U.S. adults reported consuming alcohol, marking a drop from at least 60% noted from 1997 to 2023. This decline highlights Gen Z’s influence as they opt for premium experiences instead of habitual consumption.

Gen Z’s Focus on Quality

Ryan Close, CEO of Bartesian, observes a demand for quality cocktails among consumers. Bartesian’s innovation allows users to create premium cocktails at home using flavor capsules and spirits. According to Close, people want better drinks, not necessarily more of them. He emphasizes that Bartesian cocktails contain real ingredients without artificial additives, ensuring freshness and quality.

Pricing and Experiences

NIQ research supports Close’s observations, finding 67% of spirits drinkers and 52% of average drinkers willing to pay more for higher quality drinks. Younger consumers prioritize shared experiences over mere consumption. Bartesian machines offer flexibility in spirit choice and drink strength, catering to this experience-driven demand.

As COVID-19 restrictions closed bars, younger Gen Z adapted, seeking premium cocktail experiences at home. Rising prices, such as a $24 martini lacking blue cheese olives, made at-home alternatives more attractive. Close envisions home settings as extensions of bars, driven by selective consumer spending.

While the trend doesn’t replace bars, it aligns with deliberate consumer choices regarding drinks and experiences. These changing habits necessitate new strategies for the alcohol industry.

This article was reported by Rachel Wolf, a media and culture reporter for Fox News Digital.