Generation Z, the age group that the U.S. Census designates as those born between 1997 and 2013, is seemingly eschewing the classic stereotypes of partying youth and drinking less than previous generations at their age.
Irish Milk Shake
While that trend likely delights some health advocates — and probably many parents — it’s concerning to many live entertainment businesses, including Disney.
A 2022 study by Drizly – an alcohol delivery platform owned by Uber – showed that 38% of Gen Z planned to drink more non-alcoholic drinks in 2022 than they had the year before. The reasons cited for this were mainly health. It all feeds into the “sober curious” movement — which is focused on mindful consumption of alcohol, having periods of non-drinking, and drinking less. If you’re heard about “Dry January” the past few years, that’s part of the sober curious movement.
The Edison
This trend was further backed up by a 2023 survey from Gallup, which found that the share of adults under age 35 who say they ever drink dropped ten percentage points in two decades, to 62% in 2021-2023 from 72% in 2001-2003. Sybil Marsh, a physician specializing in family medicine and addiction, spoke about these changes to Time. She told the outlet, “There was a time where drinking some alcohol was a badge of maturity and was sophisticated. But now, it’s only one out of a whole range of ways that people can relax or show sophistication and so on.”
Beer Flight
And while less drinking would be viewed by many as a good thing, it does have an effect on profits for many businesses. Restaurants typically make about 30% of their revenue from alcohol sales, according to Full Service Restaurant News. And with lower labor costs to pour a drink than to make a meal, and a longer shelf life for alcohol that reduces waste, the profit margin for a restaurant’s bar is often much higher than a restaurant’s kitchen.
A recent report in Billboard magazine said that smaller concert venues are starting to feel the effects of the different choices Gen Z is making when it comes to drinking. Concert venues often rely on alcohol sales to make a profit — hoping to “break even” on the price of the entertainment with ticket sales, and make profits on the night of the concert with bar sales. One concert venue in Arizona told Billboard that it is making 25% less on alcohol sales at shows that cater to Gen Z than at shows that attract older generations.
Drink lineup at Narcoossee’s
“One of the big trends we’re seeing is that Gen Z doesn’t drink as much,” said Dayna Frank, president/CEO of First Avenue Productions, told Billboard.
In addition to concert venues, this trend could be hurting profits at many restaurants — including those at Disney Parks. Every table service restaurant at Disney World offers beer and wine, with many offering cocktails and a full-service bar. You’ll also find limited alcoholic drinks at many quick-service establishments in Disney Parks and hotels.
Red Rum cocktail at The Edison in Disney Springs
So as consumption of alcohol trends downward, how will Disney make up those profits? Well, we are seeing lots of small price increases on food at Disney World. And while food prices are projected to rise about 6% in 2023, according to the U.S. Department of Agriculture, we could see additional price increases if alcohol sales drop, and because of higher labor costs for Disney.
But one trend may also help make up for any alcohol losses — mocktails. Drizly reported that non-alcoholic spirits sales were up 600% year over year in 2022, with non-alcoholic wine sales up 300%, and non-alcoholic beer sales up 200%. Disney has long offered non-alcoholic specialty drinks, and we’re seeing more be introduced with zero-proof spirits, specialty syrups and more complex flavors.
Manhattan in the Morning Mocktail at GEO-82
Narcoosee’s restaurant at Disney World features two zero-proof cocktails on its menu — crafted with a complexity that used to be reserved for alcoholic cocktails. The Pink Spritzer — Lyre’s Pink London Spirit, Grapefruit Soda, Pomegranate-Green Tea, Lime, and Mint — also sells for $12.50, while the Lemon Grass Tonic features Seedlip Garden 108 Non-Alcoholic Spirit, House-made Yuzu-Black Peppercorn Tonic, Lemon Grass, Beet Root, and Tonic Water, and retails for $12.00
Pink London Spritzer
These drinks are priced higher than a soft drink, and just a few dollars less than a cocktail containing alcohol. As zero-proof cocktails continue to gain popularity, we can expect the introduction of more fancy non-alcoholic libations around Disney Parks and Resorts. Keep following DFB for the latest Disney food news!
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I’m born in 1996 (so technically an old member of Gen Z) and I totally second this! The novelty in getting cocktails on vacation or with a group of friends is to celebrate…not really to simply “take the edge off” or “feel buzzed.” Mocktails perfectly do that job, and I absolutely love how they are so much more common now than they were just 2 years ago! (It also makes staying hydrated in hot temperatures much easier.) Also, with everything feeling like it costs more now than a few years ago too, it’s nice to have a mocktail run at $10 instead of a cocktail at $14-20 each!
Zoomers aren’t drinking less because they want to, it’s because they can’t afford to drink. They all still live at home with their parents, because they can’t even afford rent. This is a serious problem. If wages don’t go up, then the market will continue to suffer, because people will only buy what they can afford. Invest in weed, that’s what the Zoomers are spending what little expendable income they have on…well that and [redacted]…
Good – alcohol should have never come to Disney. It has done nothing to enhance the experience for anyone – especially in EPCOT.
Oh darn, I just did dry June. Oops, I was supposed to do it in January I guess. I need to prep for an upcoming trip to WDW. I better start cracking a few to get in shape….. and to help Disney’s bottom line.
I’m 50 and part of this trend. I do not understand why Disney can’t get Heineken Zero added to all their menus. 1000 grams of sugar in their mocktails is not the same or healthy.
I am an “old millenial” with Gen X tendencies, LOL, and I love that younger generations are drinking less. So many bad decisions and situations can be avoided and it should be more about celebration than “Let’s get wasted” which was basically the motto of my generation. I love a fruity cocktail but at Disney I do NOT want the alcohol. It’s too hot and would only make me feel miserable. Bring on the mocktails!
I am always looking for non alcoholic beverages. Maybe venues should come up with better NA menus.
I have dealt with alcoholics and I have worked in the service industry serving alcohol and food. If you choose not to drink alcohol, good for you. However, for those who want a drink, they should be able to get one! While I wasn’t a fan of having alcohol served in MK like Epcot, I am glad that there is somewhere there that I can stop for a drink to take the edge off of dealing with maniacal families not keeping track of or disciplining their children!
I am a Pepsi Gen that does not drink…at all. It is strange that a company and enterprise that was founded on family friendly and no alcohol now has an alcohol sto- on every corner of every street on property. I begin to wonder if the company’s profits are now alcohol infused and driven. Too bad.