Millennials report the highest drinking rates, but overall consumption trends toward moderation

A 2026 IWSR survey of 15 markets found 81% of millennials report drinking alcohol, the highest rate among generations, surpassing Gen X at 77% and Gen Z at 74%. However, this measures participation, not consumption volume. The survey of over 32,000 people shows average drinks per occasion fell from 4.4 in 2024-2025 to 3.9 in 2026, indicating moderation. Gen Z's drinking rate rose to 74%, challenging the "dry generation" narrative, with a focus on intentional, experience-driven consumption. The findings reflect a broader shift toward mindful drinking, driven by health, cost, and social norms. Millennials' high participation stems from coming of age during the craft cocktail boom, but the overall trend favors quality and occasion over quantity.