A report from Lumina Intelligence found in 2025, spirits gained a 1.4 percentage point increase in market shares, and cocktails gained 0.6 percentage points, making them the fastest growing categories in the drinks sector.
Previous data has suggested Gen Z are a ‘sober generation’. In 2024, almost a third (30%) of 18 to 24-year-olds reported drinking less than they did a year ago, with 13% completely abstaining from alcohol.
However, according to CGA by NIQ, Gen Z over-indexes on cocktails by 11 percentage points, making the category a clear point of differentiation when compared to other demographics.
Visual appeal
Lumina Intelligence insight lead Linda Haden said Gen Z are increasingly seeking playful and experimental serves. “[Gen Z] are gravitating towards innovative spirit-and-mixer combinations and cocktails with sweeter, more playful flavour profiles, particularly fruit-forward and confectionary-style flavours.”
Pre-mixed and RTD cocktail products have been widely enjoyed by younger consumers this year. BuzzBallz, a colourful range of cocktails sold in tennis-ball shaped packaging, began being stocked in JD Wetherspoon last month (November), appealing to Gen Z pubgoers.
Haden added visual appeal plays an increasingly important role in younger consumers’ drink choices. “A serve that looks striking or ‘shareable’ adds value to the experience, especially as social media platforms like TikTok and Instagram increasingly influence ordering behaviour at the bar.”
Lumina’s report highlighted Tipsy Tapioca, a Bristol-based bar serving alcoholic bubble tea cocktails. Drinks such as Mezcal Mango, which combines mango jam jasmine tea with tequila, have proven to be particularly popular.
Sustained growth
Lumina’s report also found Gen Z are drinking more, defying previous ‘sober stereotypes’. Alcohol occasions among 18 to 34-year-olds have increased by 4.2 percentage points year on year, with younger drinkers driving a 2.5 percentage point gain in alcohol-led shares for UK pubs and bars.
Haden continued: “Despite ongoing conversations about moderation, our data shows the trend towards sobriety among younger adults has slowed, with Gen Z now more likely to be drinking alcohol than a year ago.”
Moderate yet sustained growth is expected if drinks menus continue to appeal to Gen Z consumers.
Haden said: “Looking ahead to 2026, we expect Gen Z’s choices to continue to polarise between experimental cocktails and spirits for social occasions.”
“Rather than rejecting alcohol altogether, Gen Z are redefining their relationship with it, prioritising flavour, experience and occasion over volume.”
