Boomers, not Gen Z, deserve the title of the "generation of moderation" Millennials remain the heaviest drinkers (81%), followed by Gen X (77%), according to the Bevtrac survey by Iwsr. London, 16 July 2026, 13:21. Iwsr: stable alcohol consumption in Gen Z, constantly dropping among Boomers. The narrative that Gen Z alcohol consumption (aged from 18 to 28) is characterized by moderation has now been definitively proved wrong: while they are creating new drinking patterns, data shows that their alcohol consumption is almost identical to that of the rest of society. In contrast, alcohol consumption among Boomers (aged 61 and over) has been declining for several years. They, rather than Generation Z, may deserve the title of the "generation of moderation." At the present time, Millennials (aged from 29 to 44) report the highest level of alcohol consumption among all generations, with an average participation rate of 81%. Gen X (aged from 45 to 60) ranks second, with an average of 77%. Generation Z consumption has stabilized at 74%, while Boomers surprisingly record the lowest alcohol consumption rate of any generation, at just 71% (a decline of 2 percentage points compared to 3 years ago). These findings emerge from the semiannual Bevtrac by Iwsr survey, carried out by the global leader in alcoholic beverage market analysis. Gen Z influence is reshaping the alcoholic beverage industry. Across 15 key markets, the alcohol consumption rate among legal-age consumers in this demographic has stabilized at 74%. This figure, up from 66% three years ago, is now almost identical to the alcohol consumption rate of the total adult population, which stands at 76%.#london #boomers #generation_z #iwsr #bevtrac
