How millennials, Gen Z are changing their drinking habits on nights out

Despite a nationwide dip in face-to-face socializing, some of the key elements of a great night out haven’t changed according to new research — including spontaneity and flexibility.

A recent survey examining the social dynamics and drinking habits of 1,000 millennials and 1,000 21+ Gen Z found that for new younger generations, the best nights still tend to be the ones that unfold naturally, with decisions made in the moment rather than planned in advance.

Conducted by Talker Research on behalf of Josh Cellars, the study explored the anatomy of a modern night out, including how and when alcohol plays a role. And while social habits continue to evolve, the study highlights that spontaneity remains a defining constant – alongside some other enduring behaviors.

According to the results, 48% of Gen Z and millennials actually begin a typical night out with at least one decision in mind, including whether they plan to drink alcohol. Drinking patterns also reflect this fluidity.

Nearly half (47%) said their decision to drink alcohol or not often changes mid-evening, depending on where the night takes them.

And on average, respondents said they consume about three alcoholic beverages and two non-alcoholic beverages per outing.

Wine remains a favorite for both generations, selected by 56% of Gen Z and 54% of millennials alongside other go-to options like mixed drinks, mocktails (55% for Gen Z) and beer (61% for millennials).

People were most likely to have an alcoholic beverage on Saturday nights, and non-alcoholic drinks are most likely opted for on a Friday.

While spontaneity and incorporating alcohol remain constant, some social habits are, in fact, shifting. Young adults are increasingly embracing a more fluid approach to drinking — mixing alcoholic beverages with non-alcoholic ones or choosing one over the other entirely on certain nights. Their reasons vary.

For Gen Z, the top motivation for choosing a non-alcoholic beverage is avoiding the side effects of alcohol while still enjoying the experience of having a drink (33%), and millennials are more focused on feeling fresh and prepared for work the next morning (29%), especially when drinking on weekdays.

“Our research shows that the core of what people want from a fun night out hasn’t changed,” said a representative for Josh Cellars wine. “They are still craving connection with others and memorable moments, and while alcoholic beverages remain a central part of the socialization ritual, we are seeing specific preferences expanding.”

Nearly all respondents (95%) said it’s important that everyone feels welcome at a gathering, with more than half (53%) describing it as “very important.”

And when asked what truly makes a night out memorable, they pointed to good company (61%), shared laughter (55%) and genuine connection (50%) — elements that matter far more than what anyone happens to be drinking.

“We’re committed to truly meeting people where they are, with offerings for every taste and every occasion,” added the Josh Cellars team. “In response to evolving consumer preferences, we recently expanded our portfolio to include Josh Cellars Non‑Alcoholic Sparkling, which delivers the same crisp, refreshing taste as our Prosecco — just without the alcohol.”

Survey methodology:

Talker Research surveyed 1,000 21+ Gen Z and 1,000 millennials who have access to the internet; the survey was commissioned by Josh Cellars and administered and conducted online by Talker Research between Oct. 6 and Oct. 10, 2025. A link to the questionnaire can be found here.

To view the complete methodology as part of AAPOR’s Transparency Initiative, please visit the Talker Research Process and Methodology page.