COVER STORY
SHIFTS IN DRINKING HABITS BRING BIG CHANGES AT THE BAR Moderation, functional beverages and alcohol alternatives are driving the trends, but cocktail culture is still going strong. It just looks a little different.
T he statistics may be enough to convince a bartender or beverage director to toss the cocktail shaker in the trash. Data varies, but it mostly points to the fact that younger consumers are drinking less alcohol. According to a Consumer Sentiment Survey by NCSolutions, a Circana company, 65% of Gen Z planned to drink less in 2025 and 39% planned a completely dry lifestyle. And the trend is not limited to Gen Z. The same survey found that 49% of all Americans planned to drink less in 2025, up from 41% in 2024. Granted, this survey was taken during “Dry January,” when plans to cut back are made but not always kept. Recent stats from Technomic are a little more encouraging for bar owners: “Moderation culture is happening, but that’s not about everyone quitting drinking,” • 37% of consumers are purchasing alcohol at casual dining and bars • While the fastest-growing beverage category on restaurant menus is alcohol-free (up 18.7% ), spirits are up 7.8% and specialty cocktails up 4.8% • “Zebra striping” is on the increase; switching off between alcoholic and zero-proof drinks at bars and restaurants. Among guests who ordered an adult beverage, 30% paired that with a nonalcoholic cocktail, beer or wine
PATRICIA COBE
PATRICIA.COBE@INFORMA.COM
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RESTAURANT BUSINESS JANUARY 2026
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