Young adults are rewriting the rules of summer drinking

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

YOUNGER AMERICANS AREN’T GIVING UP DRINKING THIS SUMMER, THEY’RE JUST APPROACHING IT DIFFERENTLY.

THAT’S ACCORDING TO A NEW SURVEY OF 2,000 ADULTS WHO DRINK ALCOHOL FROM THE INTERNATIONAL ALLIANCE FOR RESPONSIBLE DRINKING WHICH FINDS THAT GEN Z IS THE MOST LIKELY GENERATION TO DRINK AT SUMMER GATHERINGS, BUT ALSO THE MOST LIKELY TO DRINK IN MODERATION.

MANY SAY THEY’RE BEING MORE INTENTIONAL ABOUT ALCOHOL THIS YEAR, PRIORITIZING THINGS LIKE EMOTIONAL WELLBEING, BETTER SLEEP AND PERSONAL CONTROL.

THE RESEARCH ALSO FOUND PEOPLE ARE INCREASINGLY DRINKING BASED ON THEIR OWN CHOICES, NOT SOCIAL PRESSURE.

THE STUDY, CONDUCTED BY TALKER RESEARCH, SUGGESTS MODERATION IS BECOMING LESS ABOUT RESTRICTION AND MORE ABOUT BALANCE.

SO WHAT ABOUT YOU? ARE PEOPLE REDEFINING DRINKING CULTURE? WE WANT TO HEAR FROM YOU.

TOP REASONS FOR MODERATE DRINKING

1. EMOTIONAL WELL-BEING (30%)
2. PREFERRING QUALITY OVER QUANTITY (28%)
3. BETTER SLEEP (28%)
4. IT’S THE RIGHT APPROACH (26%)
5. WANTING TO ACHIEVE A WELL-BALANCED LIFESTYLE IN GENERAL (24%)
6. SAVING MONEY (22%)
7. MAINTAINING MY SOCIAL IMAGE OR REPUTATION (20%)
8. FAMILY RESPONSIBILITIES (19%)
9. WORK RESPONSIBILITIES (18%)
10. SETTING A GOOD EXAMPLE (18%)
11. FITNESS GOALS (17%)
12. AVOIDING REGRET (17%)

HOW PEOPLE PLAN TO DRINK MODERATELY THIS SUMMER

1. DRINKING SLOWLY RATHER THAN QUICKLY (52%)
2. EATING PRIOR TO AND WHILE DRINKING (49%)
3. PLANNING BEFORE YOU GO OUT, HOW YOU WILL GET HOME SAFELY (41%)
4. PAYING ATTENTION TO HOW ALCOHOL AFFECTS YOUR BODY AND MOOD (40%)
5. SETTING A PERSONAL DRINK LIMIT IN ADVANCE (37%)
6. SPACING ALCOHOLIC DRINKS WITH WATER OR NON-ALCOHOLIC BEVERAGES (E.G., “ZEBRA STRIPING”) (33%)
7. COUNTING AND KEEPING TRACK OF THE NUMBER OF GLASSES, CANS OR BOTTLES (32%)
8. AVOIDING “ROUNDS” OR PRESSURE TO KEEP UP WITH OTHERS (30%)
9. STOPPING DRINKING AT A CERTAIN TIME OR SWITCHING TO NON-ALCOHOLIC OPTIONS (30%)

RESEARCH METHODOLOGY:

TALKER RESEARCH SURVEYED 2,000 AMERICANS AGED 21+ WHO CHOOSE TO DRINK BEER, WINE, CIDER OR SPIRITS, EVENLY SPLIT BY GENERATION AND WHO HAVE ACCESS TO THE INTERNET; THE SURVEY WAS COMMISSIONED BY THE INTERNATIONAL ALLIANCE FOR RESPONSIBLE DRINKING AND ADMINISTERED AND CONDUCTED ONLINE BY TALKER RESEARCH BETWEEN APRIL 10 AND APRIL, 20, 2026. A LINK TO THE QUESTIONNAIRE CAN BE FOUND HERE.

TO VIEW THE COMPLETE METHODOLOGY AS PART OF AAPOR’S TRANSPARENCY INITIATIVE, PLEASE VISIT THE TALKER RESEARCH PROCESS AND METHODOLOGY PAGE.