B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
74%
74% -- alcohol drinking rate for Gen Z consumers (legal drinking age, 15 markets) (2026)
The drinking rate among legal-drinking-age Gen Z consumers across 15 markets is 74%.
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
74%
Unit
Percentage
Data Vintage
2026
Entity
Sample Size
26,000
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
95
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
IWSR
Primary
Tier A
https://www.bfxcommerce.com/insights/gen-z-alcohol-consumption-2026 ↗
Source Article
Gen Z Isn't Sober
Original Research
IWSR
· Original study ↗
Methodology
IWSR Bevtrac study, semi-annual, 15 markets, 26,000+ respondents; up from 66% three years ago
Methodology documented
Trend Over Time
| Period | Value | Change |
|---|---|---|
| 2023 | 66% | |
| 2026 (current) | 74% | +12.1% |
Segmentation
Industrymarketing
Cite this stat
Plain Text
Gen Z consumers (legal drinking age, 15 markets): 74% alcohol drinking rate. Source: IWSR (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/gen-z-drinking-rate-74pct-2026
HTML Embed
<blockquote cite="https://lighthousedata.io/data/gen-z-drinking-rate-74pct-2026" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>74%</strong> -- alcohol drinking rate for Gen Z consumers (legal drinking age, 15 markets)<br><small>Source: IWSR (2026) · <a href="https://lighthousedata.io/data/gen-z-drinking-rate-74pct-2026" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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