Gen Z goes out more than you think. They post constantly, chase experiences, and care about what's in their glass. They just don't always want alcohol in it. That's real, and it changes what it means to run a bar. Here's what the data shows, and what to do about it.
What Gen Z's drinking habits really look like
Gen Z can be hard to read for bar and restaurant owners. This group goes out often, posts constantly, and loves brands with a clear point of view. But they also drink less alcohol than older generations. That shows up in the numbers.
CGA by NIQ reports that Gen Z households buying alcohol have nearly doubled in just two years. Younger guests also go out for drinks far more often than older groups. At the same time, a large share of Gen Z has cut back on alcohol or stopped drinking it, even while still going to bars and restaurants. CGA's US On Premise survey finds Gen Z trying more drink types, visiting more bars, and leading growth in non-alcoholic beer, wine, and spirits.
Gen Z is not "anti-bar." They're anti-boring and anti-overdoing it. They want experiences, connections, and drinks that fit how they live. They're also more likely to mix alcoholic and non-alcoholic drinks on the same night.
The Morning Advertiser, citing CGA data, reports that about a third of 18–24-year-olds say they're drinking less than a year ago. Yet 86% have been to a bar in the past three months, and 60% go out weekly. The same report calls this "zebra striping": switching back and forth between alcoholic and non-alcoholic drinks in one visit.
For bar owners, this isn't a threat. It's a shift. Gen Z wants quality, not quantity. They're open to premium drinks and take suggestions from bartenders. CGA research on pub culture shows they want bars that feel safe and fun, with low- and no-alcohol options and things to do. Live music, sports, karaoke, themed nights.
Designing menus for guests who drink with intention
Gen Z drinks differently than older guests. That doesn't hurt your bar. It just means updating your approach.
CGA data shows Gen Z goes out more often than older drinkers and tries more drink types. But they drink less per visit and care more about what they're ordering. In the US, Gen Z is driving a 35% sales increase in non-alcoholic beer, wine, and spirits. They're also big on bars that offer more than just drinks.
Build your menu around guests who mix and match. Assume many people at your bar will order both alcoholic and non-alcoholic drinks in the same visit. They care about health, value, and the experience. That means adding low- and no-ABV options that feel just as good as what's on the rest of your menu, not like an afterthought.
Put zero-proof cocktails on the same list as your regular drinks. Give them real names and flavor descriptions. Drop the word "mocktail." Look at what operators with strong NA menus are doing, like the ones InsideHook covers here.
Give people a reason to show up beyond the drink. CGA finds that younger guests go to bars that have something going on. Think themed nights, DJ sets, sports viewing, trivia, or local brand collabs. Make the visit worth it on its own.
Update your menu layout, too. Pick a few "bartender picks" that rotate monthly. A premium tequila highball, a low-ABV spritz, a zero-proof cocktail with tea or botanicals, one local craft beer or hard seltzer. Give your team 3–4 short talking points for each one (sustainable brand, local collab, interesting ingredient). That turns a question into a sale.
How to turn Gen Z insight into repeat visits
Knowing how Gen Z drinks is only useful if you act on it.
Start by tracking what they actually order. Tag non-alcoholic cocktails, low-ABV drinks, and premium spirits in your POS by time of day. Ask for simple feedback too. Train bartenders to ask one question when dropping the check on a slow night: "Was there anything you wanted that we didn't have?" Write the answers down. Then compare what you're hearing to industry data, like CGA's research on Gen Z bar habits, to figure out what's worth testing.
Run events that are high-energy but don't push alcohol. Try lower-ABV nights: shandies and spritzes on draft, NA beer buckets, session cocktails in the 3–6% ABV range. Add something to do. Live music, karaoke, trivia, a watch party, a themed pop-up. Gen Z wants a bar that feels worth coming to. SevenFifty Daily tracks how younger drinkers are driving growth in both non-alcohol and lower-ABV options.
Line up your ordering with your new menu. As Gen Z makes up more of your guest mix, you'll need more NA beers, RTDs, and zero-proof spirits. Try to order those through the same distributors you already use for beer, wine, and spirits. Using a marketplace like Provi lets you see what's available from your distributors, compare products, and build seasonal order guides. Stock up on NA beers and citrus-forward bases before Dry January and football season.
When your menu, events, and ordering all point toward meeting guests where they are, you'll build real loyalty with Gen Z, not just a one-time visit.
Quick checklist: Is your bar Gen Z-ready?
- At least 3 zero-proof or low-ABV cocktails on the main menu (not a separate "mocktail" section)
- Bartender picks that rotate monthly with team talking points
- POS tagging for NA, low-ABV, and premium spirit sales by time of day
- One event or experience per month (trivia, themed night, collab, etc.)
- NA beer in package; draft NA or hop water if your state allows
- Seasonal order guide in place with a distributor for your NA and low-ABV SKUs
Provi connects you to distributor portfolios to make it easier to stock the right mix, whatever the season.
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