Gen Z in the U.K. is changing how they drink (again). Though they’re known for cutting back on alcohol, new research shows the number of legal-age Gen Z who drank in the past six months rose by 7% between 2024 and 2025. And while Gen Z still drinks less than older generations did at their age, they tend to do it more intentionally—going out for a reason rather than drinking out of habit. But nostalgic “alcopops” (ready-to-drink cocktails) by brands like Smirnoff Ice and BuzzBallz are especially popular and could be a driving factor in interest. Experts say this shift isn’t just about partying again though—it’s linked to life after the pandemic, money worries, and burnout from constant wellness culture. Alcohol brands are also leaning into ’90s and Y2K aesthetics to target younger consumers with nostalgic vibes, which is clearly working. (The Guardian)
👀 Read more from YPulse: Beer Or Wine: What Alcohol Do Young Europeans Drink the Most?
