Partner Content: ROLUS
Something big is happening in the drinking world, and it’s not just about what’s in the glass. The next generation is changing the rules and redefining what it means to drink socially.
For decades, alcohol was the default. It was expected. But today, Gen Z and Millennials are making different choices—not because they have to, but because they want to. The goal isn’t abstinence; it’s balance. They’re ensuring their drink fits their mood, and savvy non-alc brands have taken note. ROLUS is among those leading the way, proving that non-alcoholic doesn’t mean non-experiential.
Why Gen Z and Millennials Are Drinking Differently
According to Gallup, the number of adults under 35 who say they drink dropped ten percentage points in two decades, to 62% in 2021-2023 from 72% in 2001-2003.
Across studies, the numbers don’t lie: younger generations are drinking less alcohol than those before them. But they’re not giving up on great drinks. They’re just demanding something different.
Here are a few key drivers of that change:
Optionality is In
It’s not about saying “no” to alcohol; it’s about saying “yes” to options. Younger generations are more independent and self-directed than older ones, and this desire for options naturally extends to drinking occasions.
They Want to Socialize Without Limits
Drinking culture is evolving. From alcohol-free happy hours to hybrid drink menus, social drinking is becoming more about choice than expectation. Younger generations increasingly want to be present, make memories, and enjoy the night—without regret the morning after.
Performance-Driven Lifestyles Are on the Rise
The modern mindset is about focus, energy, and feeling good. A night focused on alcohol doesn’t fit into that equation for everyone. Today’s consumers are looking for drinks that support their lifestyle, not slow it down.
What Does The Future of Non-Alc Hold?
For years, the non-alcoholic space was an afterthought, filled with overly sweet mocktails or uninspired sodas. But new consumer expectations call for new strategies.
Today, the landscape is evolving rapidly:
More Choice, Better Quality
Bars and restaurants are embracing premium non-alcoholic options, recognizing that consumers don’t just want an alternative—they want an experience. Thoughtfully crafted non-alcoholic wines, beers, and cocktails are now as sophisticated as their alcoholic counterparts.
Functionality is On the Rise
It’s not enough to remove alcohol. Now, people want something extra. Non-alcoholic drinks are stepping up with added benefits, including: energy, hydration, antioxidants, and mood-boosting ingredients. At ROLUS, hydration is at the core of what we do, ensuring that consumers can enjoy a night out without compromising how they feel the next day.
Bars and Restaurants Are Adapting
Forward-thinking establishments are leading the charge. In major cities, menus now feature dedicated non-alcoholic sections with drinks crafted as intentionally as any cocktail. It’s a smart business move. Offering high-quality, non-alcoholic drinks attracts a broader audience, increases inclusivity, and encourages more people to stay out and enjoy themselves.
ROLUS: Built for This Moment, and Beyond
The best non-alcoholic beverages don’t feel like a compromise. They feel like a choice. ROLUS is built for that choice. Designed with real botanicals, balanced flavors, and a crisp, refreshing finish, it’s a drink that belongs at the center of the party.
The future of social drinking is about expanding options, not restricting. More choice, more control, and more ways to enjoy the moment.
And this is just the beginning.
