Authored by Sean Beckingham, Partner at Branding & Buzzing

Every few months, another headline drops claiming that alcohol consumption is “down,” that the industry is “in trouble,” or that Gen Z has stopped drinking entirely. And sure — some numbers show a dip. But the conversations around this topic are starting to feel less like data and more like marketing spin from the biggest players in the room.

Here’s the truth: Gen Z is drinking. Millennials are drinking. Gen X never stopped.
What’s actually declining isn’t drinking — it’s the consumption of heritage brands that never tried to evolve for a new audience.

The problem isn’t Gen Z… it’s that Gen Z doesn’t want their parents’ bar cart.

Let’s look at two big examples everyone knows:

Jameson — an iconic brand, still massive, still loved. But let’s be honest: it’s a Millennial and Gen X staple. For Gen Z?
It’s the stuff they saw in their parents’ cupboards. There’s no mystery, no discovery, no adventure.

Campari — the undisputed hero of the Gen X / Millennial Negroni wave. It powered a decade of “red drinks” and arguably the most influential cocktail movement in bars worldwide.

But again: that was our thing.
Gen Z isn’t ordering their parents’ drink just because it had a moment.

Gen Z drinks differently — not less.

Where older generations were brand loyal, Gen Z is brand fluid:

• They try everything once.

• They move fast.

• They prefer discovery over tradition.

• They want flavour, story, and identity — not the bottle that’s been behind the bar since 1997.

They’re drinking canned cocktails, craft innovations, small-batch anything, American single malts, non-alcoholic options, and drinks that feel “theirs,” not inherited.

And yes, they’re drinking less volume than Millennials did in our 20s — but that’s not the same as not drinking. It’s intentional consumption, not abstinence.

So why does it look like “consumption is down”?

Because the big brands aren’t growing the way they used to.
And when the giants slow down, it skews the narrative for the entire industry.

It’s not a “Canadian problem.”
It’s not a “Gen Z problem.”
It’s a big-brand relevance problem.

The future belongs to brands that adapt.

At Branding & Buzzing, we see it every day with clients across beer, spirits, wine, and low/no categories:

• Products with clear identity perform better.

• Brands that tell real stories win attention.

• Drinks that feel modern, local, or discovery-driven get traction with the younger crowd.

• Programs built on POV, not just promotion, outperform everything else.

Gen Z isn’t rejecting alcohol.
They’re rejecting the idea that they should drink what we drank.

And honestly? They’re not wrong.

If you’re a beverage brand worried about the next generation: evolve.

Don’t blame the consumer — change your category.
Don’t chase trends — define your flavour.
And definitely don’t assume Gen Z will eventually “grow into” Jameson or Campari. They won’t.

The brands winning today?
They’re the ones creating something worth discovering, not remembering.