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Gen Z Trades Quantity for Quality Cocktails
26 Jul
Summary
- U.S. adult alcohol consumption fell to 54% in 2025, lowest in 90 years.
- Younger consumers prioritize premium, quality beverage experiences over volume.
- Bartesian offers a home solution for crafting bar-style cocktails with real ingredients.
The alcohol industry is experiencing a significant shift as younger consumers, notably Gen Z, increasingly embrace "sober-curious" lifestyles and prioritize premium experiences over sheer volume. Data from 2025 reveals that only 54% of U.S. adults consume alcohol, marking a 90-year low. This trend compels the industry to focus on convincing consumers that their products offer superior quality and value.
Ryan Close, CEO of Bartesian, observes that this generation seeks "better and higher-quality beverage options," rather than more or less alcohol. Bartesian addresses this by providing a machine that enables users to craft bar-style cocktails at home, using real ingredients and allowing customization of spirits and alcohol levels. This approach aligns with the desire for intentional drinking and shared experiences, moving beyond "drinking for the sake of drinking."
Industry research corroborates this shift, with a significant percentage of spirits and average drinkers willing to pay more for higher-quality drinks. Close believes the home is becoming an extension of bars and restaurants, fueling demand for premium at-home cocktail experiences, especially as rising cocktail prices make DIY options more appealing. The trend is not about replacing establishments but meeting a more deliberate consumer demand for specific drinking occasions and quality.
