IWSR data reveals Baby Boomers driving global decline in alcohol consumption
New figures from the International Wine & Spirit Research show older generations reducing intake more sharply than younger cohorts, complicating the outlook for major spirits groups.
New research from the International Wine & Spirit Research (IWSR) has overturned the prevailing assumption that Generation Z is the primary driver of declining alcohol demand globally. The data indicates that Baby Boomers, defined as those born between 1946 and 1964, are reducing their consumption the most, challenging the industry narrative that younger, more abstinent drinkers are responsible for weak sales.
According to IWSR data, 71 per cent of Baby Boomers consumed alcohol in the past six months, marking the lowest participation rate among all generations. This figure represents a two percentage point decrease from three years ago. In contrast, 74 per cent of Generation Z individuals of legal drinking age reported drinking in the same period, an increase from 66 per cent three years prior. This shift places Gen Z closer to the total adult population drinking rate of 76 per cent.
The survey, which covered more than 32,000 people across the 15 largest alcohol markets, found that the average number of drinks per occasion has fallen to 3.9. This is down from 4.4 drinks recorded in both 2024 and 2025. Baby Boomers reported the lowest frequency and volume of consumption, averaging just 2.6 drinks per occasion. IWSR President Marten Lodewijks noted that while it is typical for consumers to drink less in their 60s and 70s, the current data shows drops across all metrics that are larger than expected.
The findings come amid languishing share prices for major spirits groups such as Diageo, Pernod Ricard, and Brown-Forman. Industry analysts have previously debated whether declining sales are due to inflationary pressures or long-term structural shifts towards healthier lifestyles and online socialising. Lodewijks stated that the moderation trend increasingly appears to be driven by lifestyle choices, resulting in a structural rather than cyclical change. He added that if the trend continues, it may be the Boomers, not Gen Z, who deserve the title of the generation of moderation.
While global participation rates are falling, emerging markets show growth in alcohol consumption among high-income urban earners. In India, 77 per cent of high-income urban earners drank in the past six months, up from 67 per cent three years ago. In China, the rate for the same cohort rose to 89 per cent from 86 per cent. Lodewijks observed that alcohol consumption was not keeping pace in regions where incomes are rising, further suggesting the industry’s challenges are structural.
