Despite recent reports suggesting a decline in alcohol consumption among young Americans, new findings reveal a different trend: Over three-quarters plan to drink the same amount or more this holiday season, challenging assumptions about shifting habits.
That’s according to a survey of 2,000 Americans aged 21–44, which found that 77% expect to drink the same amount or more alcohol during the holidays this year.
Conducted by Talker Research on behalf of Josh Cellars, the survey results revealed that alcoholic drinks will continue to be a centerpiece of young adult socializing, especially during the holiday season.
In the study, nearly 80% of Gen Z and millennial respondents who drink reported they enjoy alcoholic beverages at least once a week. And 64% reported that they typically consume more alcohol during the holidays than at other times of the year.
Wine is the most popular alcoholic beverage among Gen Z, with a little over half (56%) naming it as a favorite. Mixed drinks and mocktails also rank highly among Gen Z, with 55% reporting them as go-to beverages.
Wine remains a top choice for millennials as well, at 54%. Millennials also rank beer at the top of their list, with 61% selecting it as their preferred drink.
Alongside alcoholic indulgence and young Americans’ drinking preferences, the study found that a trend toward balance is emerging.
Two-thirds of respondents (67%) said it’s important that holiday gatherings offer both alcoholic and non-alcoholic options, to reflect different tastes and lifestyles.
In fact, more than a third (35%) said they would be unlikely to attend a party that didn’t provide non-alcoholic beverages.
“We wanted to uncover what young Americans really want when it comes to enjoying beverages, both alcoholic and non-alcoholic, and how that translates to drinking occasions throughout the year,” said Dan Kleinman, chief brand officer at Deutsch Family Wine & Spirits, which owns Josh Cellars. “We found that Gen Z and millennials want choices, which is why we recently launched Josh Cellars Non-Alcoholic Sparkling: to be able to deliver both alcoholic and non-alcoholic options that fit every occasion, without compromising on what we know people love most about wine — flavor.”
According to the survey results, zebra striping — alternating between alcoholic and non-alcoholic drinks at social events — has gained momentum among young adults. Sixty-four percent of respondents who drink said they plan to do this at holiday events this year.
Those who are opting out of alcohol altogether at these sorts of get-togethers report the decision to be less about an aversion to alcohol and more about pursuing balance.
The most common reasons cited to incorporate nonalcoholic drinks were the desire to feel fresh for work the next morning (36%), staying on track with health goals (34%) and being able to enjoy a beverage socially without the side effects of alcohol (32%).
Respondents varied in how they describe their drinking habits, with the two most popular categories being those who labeled themselves as moderate drinkers (30%, consuming alcohol whenever the mood strikes) and social drinkers (22%, preferring alcohol at events and special occasions).
But despite the interest in moderation, alcohol remains one of the most common items people plan to bring to holiday events.
Fifty-four percent of those surveyed said they are likely to bring an alcoholic drink to a gathering this season, compared to 37% who said they’re likely to bring a non-alcoholic option.
But regardless of how much alcohol they plan to consume, the majority (82%) agreed that it’s important for everyone to feel included at social gatherings, with 53% saying it’s “very important.”
“A successful holiday gathering doesn’t have to be complicated,” said Kleinman. “As we found in the survey, good food and drinks, connection and inclusion are the staples for an enjoyable festive gathering, and included in that is making sure there’s beverages for everyone and every preference.”
Survey methodology:
Talker Research surveyed 1,000 21+ Gen Z and 1,000 millennials; the survey was commissioned by Josh Cellars and administered and conducted online by Talker Research between Oct. 6 and Oct. 10, 2025.
We are sourcing from a non-probability frame and the two main sources we use are:
Traditional online access panels — where respondents opt-in to take part in online market research for an incentiveProgrammatic — where respondents are online and are given the option to take part in a survey to receive a virtual incentive usually related to the online activity they are engaging in
Those who did not fit the specified sample were terminated from the survey. As the survey is fielded, dynamic online sampling is used, adjusting targeting to achieve the quotas specified as part of the sampling plan.
Regardless of which sources a respondent came from, they were directed to an Online Survey, where the survey was conducted in English; a link to the questionnaire can be shared upon request. Respondents were awarded points for completing the survey. These points have a small cash-equivalent monetary value.
Cells are only reported on for analysis if they have a minimum of 80 respondents, and statistical significance is calculated at the 95% level. Data is not weighted, but quotas and other parameters are put in place to reach the desired sample.
Interviews are excluded from the final analysis if they failed quality-checking measures. This includes:
Speeders: Respondents who complete the survey in a time that is quicker than one-third of the median length of interview are disqualified as speedersOpen ends: All verbatim responses (full open-ended questions as well as other please specify options) are checked for inappropriate or irrelevant textBots: Captcha is enabled on surveys, which allows the research team to identify and disqualify botsDuplicates: Survey software has “deduping” based on digital fingerprinting, which ensures nobody is allowed to take the survey more than once
It is worth noting that this survey was only available to individuals with internet access, and the results may not be generalizable to those without internet access.
