(Gen) Y They Don’t Drink
Millennials Are Redefining the Adult Beverage Industry
I founded Sechey in 2020, when my own search for alcohol-free options led me to a radically different way to celebrate. Five years later, I’m still often asked why there’s such a growing demand for non-alcoholic choices (and it’s not because of pregnant women!)
While I’m proudly Generation X, it’s Millennials (or Gen Y) who are leading this shift in how we drink (or don’t). And the reasons go far deeper than just Dry January.
Let’s talk about Y they’re drinking differently…
Why Millennials Are Drinking Less
Born between 1981 and 1996, Millennials came of age during economic upheaval, the rise of wellness culture, and are digital first. They’re not anti-alcohol. They’re alcohol flexible—intentional, conscious, and redefining the ritual.
Here’s what’s driving the change:
Health > Hangovers
With Oura Rings, Whoop bands, and Apple Watches, we’re tracking everything and now we can see that ALCOHOL disrupts sleep, steps and macros.Mental Wellness Matters
Anxiety, depression, burnout. Prescription drugs may help, but many are realizing alcohol makes these worse, not better.Evolving Rituals
THC drinks, mushroom tonics, or just a flavored sparkling water in a stemmed glass - the social ritual remains, what is in the glass changed.The Data Is Clear
A recent Gallup poll shows that adults under 40 drink significantly less than previous generations. Nielsen data backs it up: non-alcoholic beverage sales are up double digits year-over-year. At Sèchey, our flagship sales alone are up 65%.
This Isn’t a Fad. It’s a Generational Movement
At Sèchey, our guests are doing more than just skipping booze:
They’re buying premium non-alcoholic wine, averaging $24–$30 a bottle
They’re hosting cocktail hours with
andThey’re occasion-swapping by choosing mindful options for weddings, brunches, and weeknight wind-downs.
What Comes Next?
Millennials are now raising Generation Alpha. They aren’t yet of legal drinking age, but they’re growing up watching their parents toast with alternatives. That means the next generation’s relationship with alcohol will look even more different than the last.
The adult beverage industry should take note: when Gen Alpha starts seeking their own rituals and routines, the brands that understand flexibility (not always soberiety) will win.