How Gen Z and Moderation Are Reshaping Drinking Habits

The Distilled Spirits Council of the United States (DISCUS) Annual Conference 2025 provided deep insights into the evolving landscape of the beverage alcohol industry, with industry leaders weighing in on key trends shaping consumer behavior. Experts emphasized shifting drinking patterns, particularly among younger generations, and the growing prominence of non-alcoholic and low-alcohol options.

Consumers are increasingly embracing moderation — but not necessarily by abstaining from alcohol altogether. Kaleigh Theriault, director of thought leadership for the Beverage Alcohol Vertical at NielsenIQ, says that 93% of non-alcoholic beverage purchasers are also buying alcohol-containing products. Theriault highlighted how this shift manifests in multiple ways.

“To start with the idea of moderation, I think it looks like a couple of different things,” Theriault said. “The first is when we talk about premiumization and people drinking less … that’s a form of moderation. Consumers feel like they’re spending the same amount, but they’re actually drinking a little bit less.”

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