The Bar Journal

How aperitivo culture and authentic brands are winning their attention…

For the last few years, one of the most persistent questions in the drinks industry has been whether Gen Z is drinking less alcohol. The answer, increasingly, is more complex than a simple yes or no.

While Gen Z has often been portrayed as the “sober generation,” new data reveals a different reality. According to June 2025 research from IWSR, the proportion of legal-drinking-age Gen Z adults who consumed alcohol in the previous six months rose from 66% in March 2023 to 73% in March 2025. The increase is even more striking in key markets. In the United States, participation jumped from 46% to 70%. In the UK, it increased from 66% to 76%, and in Australia, from 61% to 83%. Alongside this, there is the rising opportunity created by younger consumers based in emerging markets that forward thinking brands are expanding into. 

This data challenges the assumption that Gen Z is abandoning alcohol entirely. Instead, it suggests a generation that is more selective about what they drink, why they drink, and which brands they trust. For drinks brands, this represents a fundamental shift in behaviour and expectations.

Gen Z Drinking Trends Have Shifted from Quantity to Quality

One of the defining Gen Z alcohol trends is a move away from volume-driven consumption toward intentional, quality-led drinking. Drinking habits indicate that Gen Z consumers are less motivated by excess and more motivated by experience, taste, and meaning. They are applying the same mindset to alcohol that they bring to other lifestyle choices, seeking authenticity, transparency, and purpose.

This generation is choosing drinks with unique brand positioning, strong values, and high-quality ingredients. Cultural credibility matters more than ever, as does the ability to fit seamlessly into modern lifestyles. Lower alcohol options are particularly appealing because they allow consumers to participate in social occasions without compromising their sense of balance and wellbeing.

Rather than drinking more frequently, Gen Z is drinking more consciously. Alcohol has become part of a broader social ritual rather than the sole focus of the occasion. This shift has contributed to the growing relevance of aperitivo culture and heritage-led brands.

Why Aperitivo Culture Aligns Naturally with Gen Z Values

Originating in Italy, aperitivo culture offers a model of drinking that aligns closely with Gen Z priorities. The aperitivo is not centred on intoxication but on connection. It is a moment to pause at the end of the day, gather with friends, and share conversation in a relaxed and social setting.

This ritual emphasises moderation, balance, and enjoyment. Lower ABV serves allow consumers to enjoy social occasions without excess, while the focus remains on flavour, quality, and shared experience. For Gen Z, this represents a more mindful and intentional way to engage with alcohol.

In an era where so much interaction takes place online, physical rituals such as aperitivo have taken on renewed importance. They provide opportunities for genuine connection and presence, reinforcing the social value of drinking rather than its functional role.

Authenticity and Sustainability Drive Brand Choice

Gen Z consumers are not only selective about what they drink but also about the brands they support. Authenticity, sustainability, and ethical production have become essential factors in decision-making. Consumers want to understand where products come from, how they are made, and what they represent.

Brands such as CASA SAVOIA and ITALICUS resonate strongly because they embody these principles. Both brands are deeply rooted in Italian aperitivo tradition and reflect a genuine “Made in Italy” ethos that speaks to craftsmanship, heritage, and cultural authenticity.

Their lower ABV profiles support mindful drinking, allowing consumers to enjoy social moments without overconsumption. Their vegan credentials align with the ethical expectations of a generation that is increasingly conscious of sustainability and animal welfare. These attributes are not simply product features but reflections of values that Gen Z prioritises.

This combination of authenticity, cultural heritage, and lifestyle relevance creates stronger emotional connections between brands and consumers.

Mindful Drinking Is Redefining Alcohol Consumption

The rise of mindful drinking is one of the most important trends shaping the future of alcohol. However, mindful drinking does not mean abstinence. Instead, it reflects a more balanced and intentional approach to consumption.

Gen Z consumers are embracing alcohol as part of meaningful social occasions rather than as a habitual behaviour. They are choosing products that enhance experiences and reflect their personal values. They are drawn to brands that offer distinctive identity, cultural depth, and a sense of occasion.

Aperitivo brands are particularly well positioned within this context because they naturally support moderation, sociability, and shared moments.

How Drinks Brands Can Connect with Gen Z

To engage Gen Z successfully, drinks brands must adapt their approach. Traditional marketing based on aspiration or status is less effective than messaging rooted in authenticity and relevance. Gen Z responds to brands that reflect their worldview and integrate naturally into their lives.

Brands that facilitate shared experiences, demonstrate transparency, and align with contemporary values are more likely to build lasting relationships. Cultural credibility and genuine heritage play an important role in establishing trust.

CASA SAVOIA and ITALICUS exemplify this shift. Their focus on aperitivo rituals, lower ABV serves, vegan credentials, and authentic Italian provenance allows them to connect with a generation seeking moderation, authenticity, and meaningful connection.

The Future of Alcohol Is About Meaning, Not Volume

The latest Gen Z alcohol consumption data makes it clear that this generation is not rejecting alcohol but redefining its role. They are drinking more selectively and with greater intention. They are prioritising quality, authenticity, and experience over quantity.

For drinks brands, this represents a shift from encouraging consumption to enabling meaningful moments. Aperitivo culture provides a clear and relevant model for this future, offering a way to connect with consumers through ritual, heritage, and shared experience.

The opportunity lies not in changing Gen Z behaviour but in understanding it. The brands that succeed will be those that align with Gen Z values and recognise that today, the true value of a drink lies in the moments of connection it helps create.