Gen Z’s drinking habits mean your next cocktail might happen at 3 p.m.
Gen Z and younger millennials are generally drinking less than older generations and, when they do drink, are doing so more intentionally, prioritizing quality, flavor, and social context over quantity. That change is pushing bars and alcohol brands to design products for daytime moments, and reshaping how the industry defines a “drinking occasion.”
Across the beverage industry, brands are reorienting their new products toward earlier social occasions — brunches, festivals, dinner reservations before sunset — rather than late-night bar crawls.
Absolut’s recent collaboration with Tabasco leaned heavily into brunch culture. The brand launched its spicy vodka with timed teasers around Bloody Mary Day and National Hot Sauce Day ahead of the Super Bowl — all daytime drinking touchpoints.
Caroline Begley, US VP of Marketing for Absolut, told Business Insider in February that younger consumers are “drinking differently” and being very intentional about what they want to drink, with the “occasion, the mood, the vibe” playing a central role.
“They are not just staying at home, they are going out, they’re going to brunch, they’re choosing different times of the day to drink,” Begley
Malibu is targeting a similar window. The brand’s newly launched Malibu Pink — a 21% ABV guava-forward spirit — is positioned around what its brand director, Saragh Kileen, described as the “pre, pre-getting ready” moment.
And while the younger generation is leading the way, it’s not just Gen Z that prefers drinking by daylight. An Ipsos poll cited by Absolut found in 2025 a year-over-year increase in daytime drinking across generations, a trend marketers increasingly point to as evidence that alcohol consumption is shifting earlier rather than disappearing entirely.
The idea is to meet consumers earlier in their social rituals, before a night out or during daytime gatherings. The company is also investing in festival activations, including Stagecoach and Rolling Loud, reinforcing that many modern drinking occasions now unfold in daylight.
The rise of earlier drinking moments also shows up in where people are socializing. Malibu’s team pointed to the growing popularity of early-dinner reservations, noting that 5 to 6 p.m. bookings are increasingly in demand. Meanwhile, brands report seeing drinking tied to book clubs, thrift outings, small dinner parties, and watch gatherings — occasions where alcohol plays a role but isn’t the main event.
On The Rocks, a ready-to-drink cocktail brand, sees the same evolution. Its leadership said consumption is expanding beyond bars into smaller, more casual gatherings. Daniel May, senior brand director at On The Rocks, said consumers are looking for “high quality, crafted experiences” with the convenience of popping a can and pouring it over ice, rather than committing to a full night out.
Data from Unicorn Auctions, a wine-and-spirits platform, suggests this isn’t about abstinence. The company says Gen Z is its fastest-growing customer segment and describes younger buyers as strategic rather than cheap. They’re willing to spend on premium bottles or experiences but are focused on “drinking better” rather than drinking more, Unicorn’s CEO and cofounder Phil Mikhaylov said.
As Mikhaylov put it, Gen Z doesn’t buy expensive lifestyles — they buy expensive moments.
Business Insider has previously documented similar shifts in Gen Z’s drinking behavior, including trends like “zebra striping,” where drinkers alternate high-quality alcoholic and non-alcoholic beverages to avoid hangovers. That mindset aligns with what brands are seeing: moderation paired with intentional indulgence.
The result is what could be called the “daycap” economy — a world where cocktails are just as likely to anchor a brunch, a festival afternoon, or a 5 p.m. reservation as they are a midnight bar tab.
For Gen Z, drinking isn’t disappearing. It’s simply moving into the daylight.
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