Gen Z 'Zebra Striping' to Avoid Hangovers

Younger consumers are redefining social drinking by adopting a method called zebra striping. This practice involves alternating between alcoholic drinks and non-alcoholic beverages, such as water or THC-infused options, to prevent hangovers. The trend is driven by a desire to maintain social lives without sacrificing the next day's productivity or well-being.

According to industry experts, this shift represents a move away from heavy alcohol consumption toward mindful drinking. Consumers are prioritizing quality over quantity and seeking functional beverages that offer relaxation without the negative side effects. Data shows a significant increase in online searches for hangover prevention and alcohol alternatives, signaling a permanent change in nightlife habits.

Gen Z is deliberately drinking less than previous generations, but they are not necessarily giving up alcohol entirely. Instead, many are adopting zebra striping—a strategy of alternating alcoholic drinks with non-alcoholic, functional, or THC-infused beverages. This allows them to participate in social rituals while avoiding the debilitating effects of a hangover.

The movement is fueled by a desire for control and preparation. Laurel Tiedeman, a 28-year-old from San Diego, detailed her ritual for avoiding hangovers. She begins her night with a large glass of salty electrolytes and a snack, such as eggs on toast. When drinking, she prioritizes high-quality spirits and alternates drinks: "I'll have an alcoholic drink, and then a Diet Coke, another alcoholic drink, and then a water, repeat," Tiedeman explained. She calls this process her "golden ticket" to enjoying a night out without risking the next day.

Similarly, Ashleigh Ewald, 23, from Georgia, alternates sips of water from her bottle for every sip of alcohol. For her friend group, avoiding hangovers is tied to being goal-oriented. "Not wanting a hangover isn't about being boring—it's about wanting energy for your life the next day," Ewald stated.

The financial aspect also plays a role. With alcoholic drinks often costing upward of $15 each, nursing a hangover represents a significant loss of money and time that could be spent on work or side hustles.

The changing preferences of younger drinkers have forced the alcohol industry to adapt. Jon Kreidler, cofounder of Tattersall Distilling Company, noted that while younger consumers are drinking less alcohol, they still want to "feel something." He explained, "They still want to partake and have something adult... But a lot of people, especially younger consumers, are just fed up with the hangovers."

In response to this demand, Tattersall has begun experimenting with THC and CBD drinks. Kreidler described the shift as "shocking," noting that older consumers are also pivoting toward these options. The industry is seeing a rise in adaptogens—plants and mushrooms like ashwagandha and ginseng—marketed for their ability to help the body respond to stress without alcohol.

Major alcohol corporations are also expanding their portfolios:

• Heineken and AB InBev have bolstered sales by expanding alcohol-free offerings.
• PepsiCo acquired prebiotic soda brand Poppi for $1.95 billion, highlighting the value of the "better-for-you" market.
• Search interest for "alcohol alternatives" and "THC drinks" has steadily increased over the last five years.

Kreidler believes the future lies in functional beverages: "I think that's where the next wave is: drinking things that, maybe, will help your gut, or your mind in general—calm you down, relax you."

Beyond physical health and finances, the decline in heavy drinking is linked to a broader cultural shift toward risk aversion. Laura Fenton, a research associate at the University of Sheffield, studies youth drinking behavior and notes that Gen Z is "on the whole, more risk-averse than previous generations." This mindset manifests in a conscious effort to avoid risky behaviors, including drinking and driving.

Social responsibility has become a core part of the identity for many young adults. In many Gen Z communities, avoiding excess is not seen as restrictive but as aspirational and self-aware. Ashleigh Ewald emphasized this point, stating, "It's about self-accountability. In my social circle, we don't have to worry about hangovers because we wouldn't let ourselves get to a place to experience that."

Marten Lodewijks, president of IWSR (a global provider of drinks data), confirms that Gen Z is a "much more conscious consumer." He clarifies that they do enjoy alcohol but are simply more aware of its negative impacts on their bodies, leading them to consume it less frequently.

The practice of zebra striping highlights a fundamental change in how younger generations approach nightlife and wellness. By prioritizing hydration, functional ingredients, and pacing, consumers are successfully maintaining active social lives without the traditional downsides of alcohol. This trend has already spurred significant innovation in the beverage industry, with a focus on non-alcoholic and mood-altering alternatives.

As the market continues to evolve, the definition of a "night out" is expanding to include options that support physical and mental well-being. The data suggests that for Gen Z, the goal is no longer just to party, but to do so in a way that preserves their energy and health for the day after.