Zebra Striping
Gen Z's relationship with alcohol signals a shift towards more mindful drinking habits
As the liquor industry faces its most seismic shift since Prohibition, a fresh wave of mindful moderation is redefining how an emergent generation engages with alcohol. This promises to usher in profound changes in consumer patterns and marketing strategies across the board.
Sober start of 2025
The country saw an increased participation in “Dry January” - a movement to quit booze for the entire month. A recent survey by Morning Consult shows that 22% of US adults (21+) were planning on taking part this year – that is a 29% increase from last year. The data shows that all generations, income levels, and geographic regions are generating increases in participation. In more bad news for the industry, 70% of participants said they were going totally dry for the month.
Health topped the list of reasons participants are joining a month of self-imposed prohibition. This comes on the heels of the Surgeon General warning about the link of alcohol with cancer that could lead to labels on bottles (like the ones we see on cigarette packages), warning consumers about the link.
If warning labels and a month of cross-generational abstinence were not bad enough, the next generation of consumers are just not as interested in drinking alcohol at the same levels as others (in January, but also the other 11 months). We are already starting to see changes in the category to reflect changing consumption patterns and choices. This article will focus on how this next generation (Gen Z) is taking part in the category and how brands can meet this consumer where they want to be met.
Meet Gen Z
First, let’s talk about Gen Z. This generation will soon surpass Millennials (remember them?) in size. This generation will go on to possibly be the largest generation to ever exist. Gen Z could also be the wealthiest generation because of the opportune timing of their entry into the workforce and a potential wealth transfer from older generations. Gen Z will soon represent a large share of the spending power of consumers.
Given their massive influence on spending and their influence on social media, every industry (including one they seem to eschew) is hoping to capture them while they are still relatively young.
To be clear, Gen Z is not…not drinking alcohol. They are just approaching it differently than prior generations. This generation has the most options to throw back (as they kick back) of any generation before them. They believe in social experiences without the effects of alcohol and place more focus on health, wellness, and mental well-being.
Drinking in moderation is not a concept that Gen Z came up with. Drinking less alcohol than others in your group has been a thing since the dawn of alcohol consumption, but we just recently got around to giving this behavior a catchy name – “zebra striping.”
Why zebras?
Zebras raise a curious question—are they black with white stripes or white with black stripes? Similarly, 'Zebra Striping' while drinking involves alternating between alcoholic and non-alcoholic beverages in a single outing, striking a balance that allows one to stay in the social setting without overindulging.
Zebra Striping is made ever easier with the influx of options for consumers who want alternatives to full alcoholic drinks. These range from low to zero alcoholic beers to mocktails to mind altering options that are now legal (like THC and adaptogens). These offer consumers the ability to go to a pub, celebrate milestones, and do so without feeling left out because of a lack of options. It’s about staying in the experience through specialty drinks – not just having water to hydrate between alcoholic beverages.
Guinness has embodied this in the pitch for Guinness 0.0 – their zero-alcohol choice for beer lovers. The marketing campaign (developed by Forsman & Bodenfors) centers around it being socially acceptable to order a non-alcoholic beer, in fact that choice helps bring people together. The campaign has been a hit, with demand for Guinness 0.0 rising so much that Diageo has doubled its investment in production of the budding product.
The lowdown on low-proof: Gen Z's new happy hour
You can sense this in bars and restaurants too where the drink menu is filled with non-alcoholic options. This shift fosters a welcoming vibe for all, whether they are in the mood for Zebra Striping or skipping alcohol entirely. Patrons can still fully take part in the social and cultural experiences that socializing out offers without having to order a Shirley Temple as their mixed drink.
Cheers to choices
The attitudes of Gen Z toward alcohol consumption will not be a fleeting trend but will lead to a profound change in the category. The rise of Zebra Striping helps underscore a need for more options for a generation that demands choices that align with their views on social enjoyment without the negative social and side effects of excessive alcoholic consumption. For the industry, it is not about simply offering a non-alcoholic version. It must be about rethinking how the alcohol category fits into the changing social norms of the largest and wealthiest generation to head to a bar and order a drink.
The maturation of Gen Z into a formattable consumer segment is a challenge and an opportunity for the alcoholic beverage category. Alcohol brands will need to recognize and meet the evolving preferences of the next generation of consumers who make decisions about their consumption habits based on health, wellness, and inclusivity. As they become the dominant spenders in the marketplace, brands will need to have innovated and expanded their lineups to include a wider range of high-quality non-alcoholic and low-alcohol options. Campaigns like the “Part of the Flock with Guinness 0.0” work are ahead of the industry and are an example of how these traditional alcoholic brands can position themselves as an ally of consumers and succeed in the changing alcohol category.
Are you curious to find more ways for your brand to navigate these trends or connect with Gen Z? Get in touch, workwithus@forsman.com.