Next gen of health conscious drinking

It's a given. Gen Z prefers low ABV (alcohol by volume) or zero proof drinks, largely for health reasons. We find out how bars in Singapore are creatively adapting to this global trend.

- BY AMY VAN

The idea of enduring a brutal hangover from tequila or vodka shots no longer hold the same appeal for many. Do we still need free-flowing alcohol to get in the mood to party? For Generation Z, the answer seems to be no. Their approach to nightlife and bar culture is shifting, marking a stark contrast to previous generations. Gen Z is consuming less alcohol, opting instead for healthier, more mindful choices. The emphasis is now on socialising without getting plastered. Most prefer flavour-driven, low-ABV options over traditional boozy nights.

Rachel Tan, Food & Drink Strategist at WGSN, a leading trend forecasting company, explains: "WGSN proprietary data shows that Asia Pacific is leading the low/no conversation on social media, driven by health concerns and flavour exploration, particularly botanicals. Global Google searches for nonalcoholic drinks continue on an upward trajectory (+25% YoY, December 2023 to November 2024 verus December 2022 to November 2023), while interest in sober lifestyles remains stable on TikTok (+2.2% YoY, January to October 2024 versus January to October 2023, having reached 16.9 billion views."

“Many consumers are ‘zebra striping’, alternating between alcoholic and non-alcoholic drinks. 43% of global no/low consumers happily switch between full strength, low and alcohol free (ISWR 2023) presenting an opportunity for bars and restaurants to deliver variety with flexible ABV options,” she adds.

WGSN also reports that besides alcohol or cocktail analogues, there is a shift in innovation towards almost new categories of non-alcoholic drinks that can stand up on their own.