Young Americans Arent Cutting Back On Holiday Drinking, Theyre Mixing It Up, Survey Finds

Despite headlines suggesting that drinking is on the decline among young Americans, a new national survey reveals a more nuanced picture: 77% of adults ages 21–44 plan to drink the same amount or more this holiday season compared to last year.

The survey of 2,000 Americans ages 21 to 44, conducted by Talker Research on behalf of Josh Cellars, found that alcohol remains central to Gen Z and millennial socializing — especially around the holidays. Nearly eight in ten respondents who drink said they enjoy alcoholic beverages at least once a week, and 64% admitted they typically drink more during the holidays.

Still, the study found a growing emphasis on moderation and balance. Two-thirds (67%) said its important for holiday gatherings to include both alcoholic and non-alcoholic options, and 35% said theyd be unlikely to attend a party that didnt offer any alcohol-free choices.

“We wanted to uncover what young Americans really want when it comes to enjoying beverages, both alcoholic and non-alcoholic, and how that translates to drinking occasions throughout the year,” said Dan Kleinman, chief brand officer at Deutsch Family Wine & Spirits, which owns Josh Cellars. “We found that Gen Z and millennials want choices, which is why we recently launched Josh Cellars Non-Alcoholic Sparkling: to be able to deliver both alcoholic and non-alcoholic options that fit every occasion, without compromising on what we know people love most about wine — flavor.”

When it comes to preferences, wine was a top choice for both generations, with 56% of Gen Z and 54% of millennials naming it as their drink of choice. Gen Z also favors mixed drinks and mocktails (55%), while 61% of millennials said they prefer beer.

A new behavior dubbed “zebra striping” — alternating between alcoholic and non-alcoholic drinks at social gatherings — appears to be gaining traction. Sixty-four percent of respondents who drink said they plan to adopt this strategy during holiday events this year.

Among those skipping alcohol entirely, the motivation wasnt moral or social pressure but practicality: 36% cited wanting to feel refreshed for work the next day, 34% said theyre staying mindful of health goals, and 32% wanted to socialize without the side effects of alcohol.

In describing their drinking styles, 30% called themselves “moderate drinkers,” while 22% said they were “social drinkers,” indulging mostly during events and celebrations.

Even so, alcohol still tops the party checklist: 54% plan to bring an alcoholic beverage to holiday gatherings, compared to 37% wholl bring something non-alcoholic. But inclusion is the throughline — 82% of respondents said its important for everyone to feel welcome at social events, with more than half (53%) calling it “very important.”

“A successful holiday gathering doesnt have to be complicated,” said Kleinman. “As we found in the survey, good food and drinks, connection and inclusion are the staples for an enjoyable festive gathering, and included in that is making sure theres beverages for everyone and every preference.”