01 Trend Insight: When Alcohol Becomes an “Emotional Drink” 

A quiet but powerful change is happening in the drinking culture of young consumers, and the data makes it impossible to ignore. Among Gen Z consumers of legal drinking age, active drinking participation rose from 66 percent in 2023 to 73 percent in 2025. In other words, more than seven in ten young people are choosing to drink. 

On social media, alcohol-related conversations have exploded. Over the past year, discussion volume grew by more than 200 percent, with total interactions exceeding 1.4 billion. But what are people talking about? The answer is remarkably consistent: “light buzz.” A shared buzzword across Douyin and Xiaohongshu, captures exactly what young consumers want. Not getting drunk, not staying sober, but finding that comfortable middle ground where emotions loosen, the senses wake up, and control is never lost.  

In a simple sense, alcohol is no longer just social currency; for young consumers, it is increasingly an emotional supplement, used for relaxation, self-care, and emotional release. 

02 Core Scenario: Drinking Alone as a Grand Self Ritual 

Drinking used to mean socialising, noise, and clinking glasses. Today, the fastest-growing drinking scenario looks very different. Solo drinking is a new trend on the rise, dominating online noise and discussion. 

In the past year alone, social media mentions of drinking alone increased by 276 percent, generating 426 million interactions. This behavior is no longer associated with loneliness. Instead, it reflects intention. Drinking alone has become a carefully designed moment of self-connection. 

Three core profiles stand out: 

The Exhausted Office Worker 

These are mainly post-95 and post-00 white-collar professionals in top-tier cities. After intense workdays, a drink acts as the boundary between work and personal life. It marks the start of their personal time, aimed at amental reset and emotional release. 

The Solitude Enthusiast  

Predominantly women living alone in major cities. For them, drinking is part of a high-quality solo experience. Within the safety of home, they enjoy uninterrupted quiet, mental space, and a sense of control that belongs entirely to themselves. 

The At-Home Ritualist 

Largely led by women across a wider age range, this group focuses on the atmosphere. Thoughtfully chosen glassware, paired snacks, soft lighting, and background music all matter. Drinking becomes a weekly ritual, a way to treat oneself and express a refined sense of living. 

Across all three, the emotional keywords are the same: relaxation, simplicity, comfort, romance, and enjoyment. Alcohol becomes a bridge to inner calm, helping them disengage from the stressors of work and life.  

03 The Menu Revolution: Not Just Drinking More, but Drinking Better 

The question remains: What are young people actually drinking? The picture is diverse, but cleverly structured. 

The Base Layer: Beer 

Beer remains the default choice for group dining and casual social occasions. Its penetration is still the highest, and its position remains solid. 

The Rising Star: Low-ABV “Sweet Drinks” 

Fruit wines, ready-to-drink cocktails, and sparkling wines are seeing explosive growth, with attention up 273 percent year on year. Low alcohol, bold flavors, and attractive packaging make them ideal for the light buzz mindset and highly shareable on social platforms. 

Breaking Tradition: Baijiu Goes Younger 

Traditional baijiu is finding new relevance among younger consumers. Through innovation and modern communication, brands like Wuliangye (五粮液) and Moutai (茅台) are reshaping perceptions. Breezing past stereotypes, this trend breaks the assumption that young people do not drink baijiu; they simply want baijiu that tastes right and fits their lifestyle. 

The Creative Canvas: Spirits 

Whisky, vodka, gin, and other spirits are no longer just for neat drinking. Their real value lies in being a creative base for DIY cocktails, giving young consumers room to experiment and personalise. 

04 Everyone’s a Bartender: The Universal Formula of Spirits Plus Mixers 

This is one of the most energetic shifts in drinking culture. DIY cocktail making has become a core source of fun. Social media mentions grew 158 percent year on year, with topic views reaching hundreds of billions. 

Presently, drinking has moved far beyond bars. Rather, the enjoyment of alcohol consumption now happens in living rooms, convenience stores, parks, and picnic spots. Cocktail making has become fully democratised. 

A simple formula dominates: “spirits plus drinks.” One base spirit, such as whisky or vodka, mixed with everyday beverages like soda water, cola, vitamin drinks, or Yakult, can become a personalised cocktail in minutes. 

“Convenience store cocktails” have gone viral not because they are complex, but because they are instant, flexible, and fun. They offer a sense of control and creativity. Alcohol, in this context, becomes an everyday creative toy. 

05 Brand Playbook: How to Raise a Glass with This Generation 

With young consumers reshaping drinking culture, brands need to rethink their approach. 

Sell Emotions, Not Alcohol Content 

Move beyond heritage stories and technical craftsmanship. What resonates now are feelings: relaxation, healing, joy, and stress relief. Brands must deliver emotional value. 

Product Is the Scenario, Taste Is the Experience 

Low alcohol, strong flavour, and visual appeal are essential. Packaging should be built for social sharing, while taste should focus on drinkability and small moments of surprise. 

Embrace DIY and Become a Creative Ally 

By offering mixing ideas and launching topics like #AtHomeCocktailChallenge, brands can lower participation barriers and invite consumers to co-create content and culture. 

Communicate with Platform Precision 

On Douyin, entertainment, short-form storytelling, and challenges drive reach. On Xiaohongshu, atmosphere, ritual, and lifestyle content builds emotional connection. 

CHEERS! 

For this generation, raising a glass is an inward journey, not a performance for others. Alcohol acts as a buffer between work and life, a balance point between solitude and social connection, and a small but meaningful ritual in everyday routines. 

This is not a consumption downgrade, but a strong signal that the intrinsic value of drinking has shifted, away from formal banquets and expensive occasions, and toward intimate, emotional, and creative daily experiences. 

For brands, the opportunity is right there, in that glass poured purely for self-pleasure.