Gen Z Isn’t Drinking and Restaurants Are Cashing In
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Gen Z Isn’t Drinking and Restaurants Are Cashing In
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Gen Z is drinking less, but restaurants are not losing money. In fact, many are making more. In part two of our Restaurant Trends to Watch in 2026 series, we break down the sober-curious movement, the rise of low and no alcohol beverages, and why mocktails and non-alcoholic drinks are becoming one of the most profitable menu categories in hospitality.
Alcohol consumption in the U.S. is at its lowest level in decades, especially among younger guests. But smart restaurants are pivoting fast by creating intentional mocktail programs, premium non-alcoholic beer offerings, kombuchas, and botanical-forward drinks that feel just as elevated as cocktails.
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