Three-quarters of US Gen Z consumers ages 21 to 24 said they were somewhat to very likely to participate in Dry January, according to a December 2023 survey by CivicScience. In fact, over a quarter (27%) of Gen Z consumers ages 21 to 24 say they never drink alcoholic beverages, according to a July 2023 CivicScience survey.
Non-alcoholic beverage brands like Athletic Brewing Co. and Seedlip have emerged recently to appeal to consumers looking to cut back on alcohol, and legacy producers have joined in, introducing low or no-alcohol products.
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