Brief by Shorts91 Newsdesk / 06:17pm on 02 Sep 2026,Wednesday Lifestyle
Millennials have the highest alcohol drinking rate of any generation, with 81% reporting that they drink, according to IWSR’s latest Bevtrac survey. Gen X ranked second at 77%, followed by Gen Z at 74%, while Boomers recorded the lowest rate at 71%. The survey found Gen Z drinking has risen from 66% three years ago, challenging the belief that the generation drinks less. However, moderation is growing across all age groups, with drinking frequency and the number of drinks consumed per occasion falling. The H1 2026 survey covered more than 32,000 respondents across 19 markets.
