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# Gen Z is drinking less alcohol. That’s bad news for live music
- URL: https://www.hypebot.com/gen-z-is-drinking-less-alcohol-thats-bad-news-for-live-music-venues/
- Published: 2023-06-06T16:20:42.000Z
- Updated: 2023-06-06T16:30:49.000Z
- Description: Small to medium-sized venues across the U.S. are noticing a trend that’s hurting their bottom line: patrons 28 years old and younger are drinking much less alcohol than previous generations.. Continue reading [https://www.hypebot.com/hypebot/2023/06/gen-z-is-drinking-less-alcohol-thats-bad-news-for-
- Author: Bruce Houghton
- Tags: DIY Advice & Tips, Live & Ticketing, alchohal consumption, DIY musicians, music, Music Business, music industry, musician, musicians, #wp, #wp-post, #Import 2026-01-21 09:44

Small to medium-sized venues across the U.S. are noticing a trend that’s hurting their bottom line: patrons 28 years old and younger are drinking much less alcohol than previous generations.

Alcohol sales have long been a key source of revenue for live music venues – and one they don’t share with the artists that helped fill the room.

While less drinking has a favorable health impact, less revenue from alcohol alongside rising labor costs and increased costs due to inflation affecting both venues and artists, combine to create a trend that could lead to fewer and fewer venues and shows.

Two recent surveys confirm the trend.

Gen Zs are drinking about 20% percent less alcohol than millennials did at their age, according to a study by [Berenberg Research](https://www.businessinsider.com/millennials-gen-z-drag-down-beer-sales-2018-2?r=US&IR=T&ref=hypebot.com), and a [University of Michigan](https://www.sciencedaily.com/releases/2020/10/201012120007.htm?ref=hypebot.com) survey found that many are not drinking at all, with that number growing from 20% to 28% over the last 20 years.

“One of the big trends we’re seeing is that Gen Z doesn’t drink as much,” said **Dayna Frank**, the board president of the National Independent Venue Association (NIVA) and president/CEO of live music venue operators First Avenue said, during a recent Music Biz Conference panel. “They’re either eating edibles before they come or there’s more of a sober, mental health (focus). Most of the ticket price goes to the band, so what (venues and promoters) subsist on is beverages. That’s not going to be a sustainable revenue stream.”

Post-pandemic, the less alcohol trend seems to be accelerating. “Alcohol sales per person has dropped since reopening,” **Mikey Wheeler**, former GM at the Mohawk in Austin told [Billboard](https://www.billboard.com/pro/gen-z-drinking-less-bad-club-business/?ref=hypebot.com). “Not even just from Gen Z, but from our older audiences as well.”

**Bruce Houghton* is the Founder and Editor of [Hypebot](https://www.hypebot.com/), a Senior Advisor at [Bandsintown](https://www.bandsintown.com/?ref=hypebot.com), President of the[ Skyline Artists Agency](https://skylineonline.com/?ref=hypebot.com), and a [Berklee College Of Music](https://online.berklee.edu/courses/touring-101?ref=hypebot.com) professor.*