Gen Z Drinking Less Alcohol — So Lower Your Prices Las Vegas
A new Billboard report shows that Gen-Zers are drinking way less than previous generations, and it’s hitting concert venues, and clubs, hard.
When I turned 21 it was a whole different world. Alcohol was generally involved when we went out – especially if we were going to a club. I turned 21 in living in Nevada, and that meant something! And in Las Vegas – I mean…
Gen Z Says No To Booze:
But Gen Z is drinking way less, and clubs are less than thrilled. And smaller venue owners are noticing that their younger customer’s alcohol consumption is dropping, and that means less revenue. There are even a lot of sober bars gaining popularity in LA.
Gen-Zers are even drinking much less at concerts compared to other age groups.
Here’s a thought: LOWER YOUR DRINK PRICES, and maybe they’ll drink!
Drinks are ridiculously overpriced in Las Vegas. A beer or a cocktail at a concert or a bar can cost you anywhere from $15-$25 bucks. Color me crazy, but maybe that’s why Gen Zer’s aren’t buying booze!
Clubs Are Losing Money:
David Slutes is the entertainment director at the 325-capacity Club Congress in Tucson. He says he notices a 25% difference in money spent on alcohol compared to past generations. That’s a huge hit to places that rely on alcohol sales to pay the bills.
“Coming out of COVID-19, everything about the live music business was turned upside down,” Slutes tells Billboard. “We weren’t sure why the numbers were like this. Then we did a deeper dive, and at every event aimed at a Gen Z crowd, we saw numbers that were very different.”
Another trend gaining popularity with Gen Zer’s is edibles. They’re eating edibles before they go out, and there’s also more of a sober, mental health focus.
Most of the ticket price goes on to the band, promoter, etc., so venues really rely heavily on beverage sales.
The Sober Generation
Gen-Z is becoming a relatively sober generation. The demographic drinks 20% less than millennials, while millennials are also drinking less than Gen-X and Baby Boomers. By NO MEANS is it a bad thing, but it is something venue owners might have to work around, and come up with other ideas to make money.
As Gen-Z continues to be teetotalers, we may see promotion of non-alcoholic beverages like mocktails and CBD-infused drinks.
But again, might I suggest LOWERING YOUR PRICES! All this and a lot more in “Few Things We Think You Should Know!”
