New survey busts myth that young Americans drink less

This story version has been formatted as an on-air script for broadcast outlets. See the original research story here.

DESPITE RECENT REPORTS SUGGESTING A DECLINE IN ALCOHOL CONSUMPTION AMONG YOUNG AMERICANS, NEW FINDINGS REVEAL A DIFFERENT TREND: OVER THREE-QUARTERS PLAN TO DRINK THE SAME AMOUNT OR MORE THIS HOLIDAY SEASON.

THAT’S ACCORDING TO NEW RESEARCH FROM JOSH CELLARS THAT’S CHALLENGING ASSUMPTIONS ABOUT SHIFTING DRINKING HABITS.

THE SURVEY OF 2,000 AMERICANS AGED 21-44 REVEALED THAT ALCOHOLIC DRINKS WILL CONTINUE TO BE A CENTERPIECE OF YOUNG ADULT SOCIALIZATION, ESPECIALLY DURING THE HOLIDAY SEASON.

CONDUCTED BY TALKER RESEARCH, THE SURVEY DATA SHOWS NEARLY 80 PERCENT OF GEN Z AND MILLENNIALS SAY THEY DRINK ALCOHOL AT LEAST ONCE A WEEK.

 AND 64 PERCENT SAID THEY DRINK DURING THE HOLIDAYS MORE THAN AT OTHER TIMES OF THE YEAR.

WINE IS THE MOST POPULAR ALCOHOLIC BEVERAGE AMONG GEN Z; MILLENNIALS SAID BEER IS THEIR TOP DRINK OF CHOICE.

Survey methodology:

Talker Research surveyed 1,000 21+ Gen Z and 1,000 millennials; the survey was commissioned by Josh Cellars and administered and conducted online by Talker Research between Oct. 6 and Oct. 10, 2025.

We are sourcing from a non-probability frame and the two main sources we use are:

• Traditional online access panels — where respondents opt-in to take part in online market research for an incentive
• Programmatic — where respondents are online and are given the option to take part in a survey to receive a virtual incentive usually related to the online activity they are engaging in

Those who did not fit the specified sample were terminated from the survey. As the survey is fielded, dynamic online sampling is used, adjusting targeting to achieve the quotas specified as part of the sampling plan.

Regardless of which sources a respondent came from, they were directed to an Online Survey, where the survey was conducted in English; a link to the questionnaire can be shared upon request. Respondents were awarded points for completing the survey. These points have a small cash-equivalent monetary value.

Cells are only reported on for analysis if they have a minimum of 80 respondents, and statistical significance is calculated at the 95% level. Data is not weighted, but quotas and other parameters are put in place to reach the desired sample.

Interviews are excluded from the final analysis if they failed quality-checking measures. This includes:

• Speeders: Respondents who complete the survey in a time that is quicker than one-third of the median length of interview are disqualified as speeders
• Open ends: All verbatim responses (full open-ended questions as well as other please specify options) are checked for inappropriate or irrelevant text
• Bots: Captcha is enabled on surveys, which allows the research team to identify and disqualify bots
• Duplicates: Survey software has “deduping” based on digital fingerprinting, which ensures nobody is allowed to take the survey more than once

It is worth noting that this survey was only available to individuals with internet access, and the results may not be generalizable to those without internet access.