Across two years of Morning Consult tracking, Gen Z adults (21+) are the only generation whose drinking rose in every category measured, while baby boomers declined in every traditional category and Gen X and millennials held roughly flat. The single largest gain anywhere in the data belongs to Gen Z: weekly-or-more drinking at bars and restaurants jumped nearly six percentage points, from 26% in late 2024 to 32% in mid-2026.