As you may have seen in Fortune, USA Today, BusinessInsider, The Wall Street Journal, The Guardian, or Wine Enthusiast, Gen Z is drinking less than previous generations. And it’s really freaking out the alcohol industry. According to our friends over at YPulse, 38% of North Americans aged 21-39 say they never drink. That number is a full 10 percentage points higher than it was just 6 years ago (jumping from 28% in 2019 to 38% in 2025).