19 November 2025  A survey across generationsThe extensive new survey 'Alcohol in a Generational Comparison' by Marketagent, an Austrian online research institute, provides fresh insights into how people in Austria drink today. The representative study, conducted with 1,052 participants aged 16 to 75, examines alcohol habits across generations—from Baby Boomers (born between 1946 and 1964) to Generation Z (birth years ranging from 1994 to 2000). As usual in such research, the responses were analysed by age groups, gender, and broader lifestyle categories. The questionnaire asked about general drinking frequency, social habits, reasons for abstaining, and the role of alcohol-free alternatives.From tradition to self-controlWhile alcohol traditionally plays a strong role in Austria's social life—especially during the busy weeks before Christmas and New Year—the survey shows clear change. Six out of ten people still drink alcohol at least once a month, most often Millennials (born 1980 - 1993). However, a growing share avoids alcohol entirely: nearly 20 percent now say they never drink, almost double the rate recorded in 2022. Health concerns and simple dislike of the taste are among the top reasons.At the same time, more people report practicing self-control. Many say they have intentionally skipped drinks when others consumed alcohol around them. This behaviour is most common among Generation Z, who frequently balance social enjoyment with conscious restraint. According to Marketagent founder Thomas Schwabl, the current drinking culture can be understood as a tension between enjoyment, group dynamics, and self-control. He noted that alcohol still plays a firm role in social rituals and offers moments of indulgence, yet the desire for control and mindful consumption is growing—especially among younger people. Shifting habits and new alternativesThe survey reveals a noticeable split between occasional overindulgence and increasing self-awareness. A significant share of respondents admitted drinking more than planned or regretting their behaviour afterwards. This experience is most common among younger adults. At the same time, alcohol-free options are becoming a mainstream choice. Two thirds of respondents have tried alcohol-free beer or "virgin" cocktails, and younger generations are driving experimentation with non-alcoholic spirits. One in three people overall would prefer a wider selection of 0-percent drinks. The desire for alternatives is no longer limited to those who avoid alcohol entirely but extends to anyone seeking the taste and ritual without the effects.A culture moving toward balanceAustria's drinking culture is no longer defined only by tradition. It is increasingly shaped by health awareness, changing lifestyle priorities, and a more relaxed attitude toward abstinence. At parties or company events—a common source of holiday-season regrets—alcohol is still widely present, but fewer people feel it is essential. Many now switch between alcoholic and non-alcoholic options depending on the situation.From a health and well-being perspective, the trend toward moderation is significant. Excessive drinking remains harmful to the body, mood and appearance, but today it is easier than ever to choose alternatives without feeling excluded. The new generation of alcohol-free beverages allows people to stay socially engaged while avoiding unwanted after-effects. The shift shows that enjoying the moment and taking care of oneself are no longer contradictions in Austrian drinking culture. Image: Guests in cocktail attire enjoy an elegant evening gathering in a modern high-rise apartment. Warm indoor lighting contrasts with the blue twilight visible through floor-to-ceiling windows, framing a stunning view of a European city skyline and a grand, illuminated historic building. Photo: © Fashion.at — AI-generated with Google AI Studio |