Gen Z use of alcohol is increasing, what does it mean for cannabis?
In recent years, Gen Z—those born between 1997 and 2012—have shown a distinct preference for wellness, moderation, and conscious consumption. Early studies and cultural trends pointed to a decline in alcohol use among this generation compared to their Millennial and Gen X predecessors. But now is seems Gen Z increasing alcohol intake with cutting cannabis. Fresh data suggests a change in habits. Gen Z is beginning to drink more alcohol, and researchers and industry watchers are asking a key questions what does this mean for cannabis and alcohol?
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Recent market research shows alcohol sales among younger adults have begun to rise modestly. Factors such as post-pandemic socializing, the normalization of hybrid work environments, and targeted marketing by alcohol brands may be contributing to this uptick.
But does increased alcohol use among Gen Z mean they’re turning away from cannabis? Not quite. In fact, the relationship appears to be more complementary than competitive.
Several studies and consumer surveys suggest while Gen Z is drinking more than before, cannabis use remains steady or even continues to rise. Unlike previous generations who often viewed alcohol and cannabis as either/or substances, Gen Z appears to see them as coexisting within a broader lifestyle of curated experiences. For example, someone might opt for a glass of wine with dinner and a THC-infused gummy for winding down before bed—blending both substances to fit different contexts.
This dual consumption pattern is particularly evident in states where recreational cannabis is legal. Dispensaries report a growing number of Gen Z consumers seeking low-dose edibles, vapes, and beverages—products that mirror the social and experiential aspects of alcohol.
This evolving behavior is having an economic impact. Alcohol brands are shifting their strategies to cater to Gen Z’s preference for quality over quantity, promoting premium cocktails and low-ABV beverages. Meanwhile, the cannabis industry is also capitalizing, with Gen Z emerging as a key growth driver. Sales of cannabis beverages, microdosed edibles, and sleek vape products are rising, especially in urban markets and states where marijuana is legal. Together, these industries are adjusting to a generation that values customization, aesthetics, and hybrid consumption.
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Ultimately, Gen Z is not simply following in the footsteps of older cohorts—they’re rewriting the playbook. They approach substances, technology, food, and even sex with greater intentionality, often questioning traditional norms and favoring experiences over excess. Whether it’s their digital fluency, evolving views on relationships, or appetite for plant-based dining, Gen Z is defining a new cultural paradigm—one in which cannabis and alcohol are just two ingredients in a much larger lifestyle mix.
