Drinking Has Become a Luxury

Drinking used to be casual. Now it’s curated. In 2025, alcohol isn’t just a social lubricant, it’s a lifestyle signal. Premium bottles, designer cocktails, and zero-proof elixirs dominate menus. But behind the buzz is a bigger story: drinking has quietly become a luxury, and for Gen Z, an increasingly expensive one.

The Rise of Luxury Spirits

The global premium alcohol market is booming, projected to hit $950 billion by 2030, with categories like aged whiskey, small-batch tequila, and rare cognac leading the charge. In 2024 alone, the luxury spirits segment reached $64.5 billion, growing at over 10% CAGR. Drinking is no longer about getting drunk; it’s about signaling taste, status, and refinement.

Brands like The Macallan, Clase Azul, and Louis XIII are positioned like fashion houses, and limited-edition drops now rival sneaker releases in hype and resale value.

Too Expensive to Sip

At the same time, inflation has pushed even basic drinks out of reach for younger consumers. The average cocktail in major U.S. cities is now $17–$22, with some luxury venues charging $30+. For Gen Z, who already faces high housing costs and stagnant wages, casual drinking is becoming a budget-breaking experience.

A recent survey found that 54% of Gen Z actively avoids bars and restaurants due to rising drink prices. Many now “pre-game” at home, order mocktails, or skip alcohol entirely.

Gen Z’s Changing Relationship With Alcohol

Gen Z isn’t just priced out, they’re opting out. In the U.S., 36% of Gen Z adults identify as sober-curious or non-drinking, up significantly from a decade ago. They’re drinking less overall, and when they do, they drink better opting for quality over quantity.

They’re also turning to premium non-alcoholic options: adaptogen cocktails, THC-infused beverages, and zero-proof spirits like Seedlip, Ghia, and Kin Euphorics. These drinks are now served in luxury hotels, influencer events, and upscale restaurants. Proof that “not drinking” has become its own kind of luxury.

Experience Over Excess

The ritual around drinking has shifted. It’s no longer just about the drink, but the design of the glass, the garnish, the setting, and even the QR code on the bottle. Consumers want an aesthetic, not a hangover.

Some of the biggest alcohol brands are adapting:

• Diageo is investing heavily in mixology-focused bars and premium RTDs

• LVMH’s spirits portfolio is focused on ultra-premium experiences

• Boutique brands are launching direct-to-consumer tasting clubs and $300 cocktail kits

The Future of Drinking is Curated

From luxury spirits to non-alc adaptogens, drinking in 2025 is about personal branding as much as flavor. It’s about discerning identity, not drunken escapism.

For Gen Z, this means treating alcohol as a splurge, not a staple. For brands, it means adapting to a consumer who wants meaning with every sip or might not sip at all.

Bottom line: Drinking hasn’t gone out of style. It’s just gotten more expensive, more intentional, and more aesthetic. And that makes it less about habit and more about luxury.

Curated Vibes

Featured Playlist: 2:15pm in Palm Springs
Spotify / Apple Music

Movie of the week: District 9

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