Gen Z may be drinking less, but it’s not because they’re chasing wellness trends. According to a Rabobank report, the biggest reason is money. The 21-to-28-year-old group accounts for just 3.6% of U.S. alcohol sales, far less than previous generations at the same age. Rising rents, inflated grocery prices, and stagnant wages have created one of the toughest financial starting points in decades. Wine tasting fees in places like Napa have soared from around $15 to as high as $60, making alcohol a luxury for many in this age group. For some, wine is now reserved for special occasions rather than a regular purchase. That shift has left the industry wondering whether this is a lasting change or a temporary dip. Brown-Forman CEO Lawson Whiting believes it’s the latter. He expects Gen Z’s drinking habits will pick up as their income grows, much like past generations. Rabobank’s data shows alcohol spending rises sharply after age 35. Industry leaders are optimistic that as Gen Z matures, they’ll invest more in premium beverages. For now, the generation’s focus on financial stability over frequent alcohol purchases is reshaping the market.