Gen Z’s guide to alcohol moderation

In today’s culture-led market, staying relevant means more than tracking trends; it means participating in them with authority and purpose. Nowhere is this more apparent than in the evolving relationship Gen Z has with alcohol. This generation isn’t simply drinking less – they’re reshaping the very idea of social drinking, challenging long-held assumptions and expectations.

The idea of “going out” no longer revolves around alcohol as a default. Instead, it’s being redefined with new trends such as the growing popularity of “zebra striping”, where you alternate between alcoholic and non-alcoholic drinks throughout the evening. It’s not necessarily about abstaining from alcohol, but about creating a more balanced, conscious experience. To meet this growing demand, we’re seeing a rise in low and no-ABV cocktail cans that offer both flavour and function without the effects of high alcohol content. It’s a cultural shift that’s gaining real momentum and it requires more than just product adaptation. It demands a communication strategy that’s just as considered.

Understanding why this shift is happening is essential for any brand aiming to stay connected to Gen Z. This generation places a high value on wellness, not as a trend but as a way of life. Alcohol is no longer seen as a necessity for socialising – it’s one option among many, and often one that’s carefully moderated. At the same time, they expect non-alcoholic drinks to match the aesthetic and sensory experience of traditional cocktails. They want to see a well-designed RTD cocktail can or a garnished serve on the menu that looks just as good in a glass and on their social media pages.

For brands that fail to meet these expectations, the risk is clear: appearing outdated, out of touch, or worse, irrelevant. Recognising the shift is only the first step. What really matters is how you speak to it, how you build resonance with the audience, and how you craft a message that’s both culturally fluent and commercially effective. This is where PR proves essential – not as an add-on, but as a strategic driver of brand relevance and growth.

At Nexus, we translate behavioural insights and cultural shifts into compelling brand narratives. Through thoughtful, insight-driven storytelling, we help brands align their voice with the Gen Z mindset in a way that feels both natural and meaningful. We ensure this narrative travels across earned, owned, and shared channels so that every message is working hard and consistently across every touchpoint.

Crucially, we help brands own moments before they become mainstream. Take Edinburgh Gin’s recent launch of its lowest ABV cocktail can to date, the 2% Raspberry Collins. We positioned it around flavour, occasion and moderation rather than compromise and the product resonated immediately. Backed by a targeted communications strategy that spoke directly to the needs and interests of the Gen Z audience, the launch drove exceptional demand, with the Raspberry Collins now close to selling out, far exceeding expectations.

It’s important not to just follow Gen Z but define the narrative. In a world where perception often drives participation, that kind of brand leadership pays off.

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