Recent data show 70% of Gen Z are drinking again, mostly in venues, but on their own terms. Forget blackout shots; they pace using alternating alcoholic and non-alcoholic drinks—a behavior we call zebra striping.
This bustling category includes alcoholic hydration drinks that mimic sports beverages in look and feel but can’t claim to hydrate or improve health. Their neon cans and electrolytic motifs speak wellness in silence.
Legacy brands face pressure to pivot their image toward these codes or risk irrelevance. For nightlife operators, this shift opens room to build environments where moderated drinking and social clarity reclaim currency.
The future of alcohol? Having a drink and still owning the room afterward. That’s the quiet revolution happening now, with real consequences for culture and commerce.