Drinking Like a Zebra? 'Zebra Striping' Trend Rises Among Generation Z

Amid the Focus on Health and Well-Being, the Alcohol Market Is Changing
A Drinking Culture of Alternating Alcoholic and Non-Alcoholic Beverages
Moderation Methods Gaining Attention for Reducing Hangovers and Managing Consumption

Among Generation Z, the practice of alternating between alcoholic and non-alcoholic beverages, known as "Zebra Striping," is becoming a new drinking culture. This reflects a shift in attitudes among younger generations who want to maintain social connections while avoiding excessive drinking and hangovers. Recently, international media outlets such as Business Insider have reported that Generation Z is redefining drinking culture to reduce hangovers, and that Zebra Striping is trending as part of this movement.

The photo is an image generated by ChatGPT to aid in understanding the article.

Zebra Striping is a drinking style in which people alternate between alcoholic and non-alcoholic drinks, much like the black and white stripes of a zebra. The key is to moderate both the amount and pace of alcohol consumption without completely abstaining. This approach aligns with Generation Z's values of health, productivity, and well-being. Rather than avoiding social gatherings altogether, many prefer to manage their alcohol intake to reduce the burden. In fact, younger generations, who tend to be less enthusiastic about company dinners, are increasingly attending social events but making a conscious effort to avoid excessive drinking.

Global beverage company Diageo highlighted Zebra Striping as a major consumer trend in its "Distilled 2025" report, describing it as a result of the growing emphasis on self-care, well-being, and slower-paced social interactions. British market research firm CGA Data also confirmed the trend of reduced alcohol consumption and moderation among Generation Z.

The Dining and Alcoholic Beverage Industries Are Adapting

The trend of Generation Z avoiding alcohol is also affecting the entire dining and alcoholic beverage industry. Non-alcoholic drinks and mocktail menus are rapidly expanding, especially overseas, and related promotions are on the rise. The British media outlet The Sun reported, "Millennials & Gen Z are more likely than previous generations to drink less alcohol and to pair it with non-alcoholic beverages," adding that the industry is adjusting its menu offerings and business strategies accordingly.

The trend of Generation Z avoiding alcohol is also affecting the entire dining and alcoholic beverage industry. Pixabay

As demand increases, the non-alcoholic beverage market is also growing rapidly. According to market research firm Nielsen IQ, retail sales of non-alcoholic wine, beer, and spirits in the United States reached $823 million last year. Notably, more than 90% of non-alcoholic beverage consumers still purchase alcoholic drinks as well, indicating that "situational moderation" is spreading rather than complete abstinence.

Health Benefits Expected Even from Moderation

The trend is also being positively evaluated from a health perspective. Domestic research has shown that when heavy drinkers reduce their alcohol intake to low or moderate levels, their risk of developing cardiovascular disease decreases by 23%. Additional benefits include alleviating hangovers, improving sleep quality, and reducing the burden on liver function. However, some non-alcoholic products are high in calories and sugar, so excessive consumption may still pose health risks.

There is also a concern that these beverages could trigger cravings in people who are in the early stages of alcohol addiction treatment. Experts note, "The healthiest choice is to abstain from alcohol, but if you find it difficult to avoid social drinking situations, it's important to be aware of your intake and pace yourself wisely." They added, "Zebra Striping can be one of the alternatives."