A new survey by Twinings and industry reports highlight shifting drinking habits among Gen Z, with many opting for tea over alcohol. The findings suggest a generational shift in how young adults prepare for social events and manage stress.
Core Findings
Nearly half (47%) of Gen Z respondents in the Twinings survey said tea has replaced alcohol as their go-to beverage before important moments, compared to just 25% of Baby Boomers. The survey also found that 32% of Gen Z describe tea-making as calming, and 21% see it as a break from screens. Meanwhile, a 2025 Gallup poll found that alcohol consumption among U.S. adults fell to 54%, the lowest rate in 90 years.
Industry Adaptations
The alcohol industry is responding to these trends by focusing on quality over quantity. Ryan Close, CEO of Bartesian, noted that consumers are seeking premium experiences, such as at-home cocktail machines that simplify the process of making bar-style drinks. Close acknowledged that while Gen Z may drink less, they prioritize higher-quality beverages.
Cultural and Social Factors
Social media platforms like TikTok have amplified discussions about tea as a substitute for alcohol. Young adults often share their tea rituals, framing them as a form of self-care or a way to reset before social events. Marketing Director Gill Close of Twinings UK & Ireland described this as part of a broader cultural shift, where tea is seen as a ritual rather than just a drink.
Diverging Perspectives
While some reports emphasize Gen Z's reduced alcohol consumption, others highlight a shift in drinking habits rather than abstinence. The Bartesian CEO's comments suggest that Gen Z is not giving up alcohol entirely but is more selective about when and how they drink.