The Spirits Business

Data from the latest IWSR Bevtrac survey shows sober months are becoming less prevalent with Gen Z as moderation habits evolve.

The latest Bevtrac survey measured consumer behaviour in 15 markets between autumn 2024 and autumn 2025. It revealed interest in ‘month-long abstinence spells’, such as Sober October and Dry January, has dipped with Gen Z legal drinking age (LDA) drinkers.

IWSR defines Gen Z as those over LDA and below the age of 28.