Gen-Z's global rise in sobriety drives a sharp drop in drinking, except in India, where alcohol use is projected to surge.

A global report reveals that 36% of Gen-Z adults have never consumed alcohol, driven by health concerns, financial savings, and improved well-being. Weekly drinking has dropped to 17% from 23% in 2020, with 53% of occasional drinkers trying to cut back. The practice of "zebra stripping" — alternating alcoholic and non-alcoholic drinks — is rising. Non-alcoholic spirits saw a 17% sales surge, while global alcohol sales grew just 0.6% in 2024. India stands out, projected to increase alcohol consumption by 357 million liters by 2029, defying the global trend toward sobriety.