Picture this: you’re scrolling through Instagram, and in between vintage outfit inspo and avocado toast reels, you stumble across a craft cocktail made with zero alcohol, served in an upcycled glass, garnished with locally grown herbs. The caption? “Saving the planet, one sip at a time.”
That’s not just a vibe—it’s a movement. And Gen Z is leading the charge.
This generation isn’t just shaking things up—they’re rewriting the entire cocktail menu. Their choices are bold, intentional, and deeply rooted in values that go beyond the buzz. For liquor store owners and marketers, this isn’t just a trend to note—it’s a seismic shift to embrace.
Let’s dive into the world of Gen Z alcohol trends and unpack how your store can thrive in this new era of conscious consumption.
Gen Z Isn’t Just Drinking Differently—They’re Living Differently
Gone are the days when drinking was all about escapism or social norms. For Gen Z, it’s about alignment—with their health, their ethics, and the world around them. According to Nielsen’s 2024 report, Gen Z drinks 20% less than Millennials at the same age, and when they do drink, they’re more likely to choose low-ABV, no-ABV, or organically produced options.
This shift is massive. And it’s not because they don’t enjoy a good time. It’s because their idea of a “good time” includes feeling good—physically, emotionally, and socially. Think:
- Mindful consumption over mindless bingeing
- Transparency in sourcing and ingredients
- Sustainability as a baseline expectation
It’s not that Gen Z has stopped partying. They’ve just redefined what the party looks like—and it might include kombucha mocktails and climate-positive spirits instead of tequila shots and plastic straws.
Sustainability: Gen Z’s Ultimate Flex
If Millennials popularized the farm-to-table movement, Gen Z is all about grain-to-glass. They want to know where their drink came from, how it was made, and what kind of impact it leaves behind. A recyclable can? Great. Carbon-neutral production? Even better. A social mission that supports local communities? That’s the sweet spot.
For liquor stores, this means it’s time to audit your shelves. Are you stocking brands that tell a story? Do your products align with environmental values? Highlighting eco-conscious brands with in-store signage or dedicated online categories can make a massive difference.
Better yet, host a tasting night featuring sustainable and low-impact beverages. Invite eco-influencers or local zero-waste advocates. Build events around values, not just volume.
The Rise of Non-Alcoholic and Functional Alternatives
Gen Z isn’t just drinking less—they’re also choosing differently. Adaptogens, CBD-infused tonics, and botanical elixirs are taking over the shelves. These products promise more than a buzz—they offer relaxation, focus, or energy in a holistic, wellness-forward package.
Stocking these isn’t just a nice-to-have—it’s a strategic move. Offering non-alcoholic and functional beverages alongside traditional spirits shows that you understand the evolving definition of “social drinking.” And when you explain why you carry them—by highlighting the mood-enhancing, health-conscious benefits—you create a deeper connection with your customer base.
Want to boost visibility? Integrate these products into your online delivery platform and promote them on social media as “mindful mixology” picks. For tips on how to do that, check out our guide on using social media to increase alcohol delivery sales. You’ll learn how to speak Gen Z’s language—visually, emotionally, and digitally.
Digital-First, Always: Where Gen Z Shops and Engages
Let’s be real—if your liquor store isn’t optimized for mobile, you’re invisible to Gen Z. This is a TikTok-born, Instagram-literate, DoorDash-loyal generation. They research brands online, compare reviews, and expect frictionless digital experiences.
But it’s not just about having an app or a website—it’s about storytelling across every touchpoint. Your product descriptions should feel like a friend giving a recommendation. Your social posts should inspire, not just inform. And your delivery options should feel like magic, not a mess.
Here’s how to meet them where they are:
- Use Reels and TikTok to spotlight new arrivals or sustainable product lines
- Encourage user-generated content by reposting aesthetic drink setups and unboxings
- Offer loyalty perks for digital orders or in-app purchases
If it looks good, feels good, and does good—Gen Z is in.
Authenticity and Ethical Branding Win Hearts
Gen Z can smell performative branding from a mile away. They don’t just want to buy from brands—they want to believe in them. This means being transparent, inclusive, and purpose-driven at every level of your business.
If you support local distilleries, say it. If a portion of profits goes to environmental causes, shout it from the rooftops. Better yet, get your staff involved in the narrative. Ask them to share their favorite sustainable picks or why they love a certain zero-proof spirit. Make it human. Make it real.
And remember, ethical branding isn’t a campaign—it’s a culture. Gen Z rewards consistency, not one-off stunts. So lean into your values and build your brand around them.
What This Means for Liquor Store Owners
Let’s cut to the chase. To thrive in the age of Gen Z alcohol trends, you can’t just stock what’s popular—you need to stand for something. This generation is choosing products that align with their beliefs, and they’re incredibly loyal to brands that do it right.
Here’s your roadmap to stay relevant and inspiring:
- Curate consciously: Prioritize sustainable, local, and low-impact brands
- Embrace the zero-proof revolution: Stock a robust selection of non-alcoholic and functional beverages
- Tell your story digitally: Use social platforms to connect, not just promote
- Celebrate values: Make your ethics visible and your mission loud
Don’t just follow the trend—lead with purpose. Be the shop that sparks discovery, supports wellness, and aligns with a generation that’s rewriting what it means to drink responsibly.
As Gen Z leads the charge towards a more mindful drinking culture, liquor stores must pivot to prioritize eco-conscious products and messaging that resonates with a generation that values the planet as much as their social lives.