Gen Z Doesn't Drink Much. But When They Do, It's This Cocktail.

"There's no greater generational divide between Millennials and Gen Z than alcohol consumption. According to Gallup Data, Gen Z is drinking at a 10-percent decline as opposed to Millennials of the same age ten years ago. Plenty of young adults still drink, but mocktail menus are increasingly popular and the low ABV spirits market is experiencing significant growth, mostly due to younger consumers. So what are they drinking when they do choose to imbibe?"

"Long drinksthe most iconic of which is the highball. When I hear highball, I picture a quiet Japanese listening bar playing smooth jazz at dulcet tones. But the highball actually has origins in the UK thanks to its predecessor, the Scotch and soda. In Japan, the cocktail is said to have grown in popularity when Suntory Whisky founder Shinjiro Torii opened a chain of Tory's Bars that featured whisky highballs."

"By definition, a highball features a 1:2 ratio of whisky to soda water poured into a tall glass and mixed. But bartenders are experimenting with that recipe to make increasingly intricate and fun cocktails. Courtesy/House Of Suntory Over at Katana Kitten, a highly acclaimed cocktail bar in New York City's Greenwich Village, highballs are the go-to orderif you can get a seat during happy hour. We do sell a lot of Toki highballs, says Masahiro Urushido, managing director of Katana Kitten, referencing Suntory's famous blended whisky."

Gallup data show a roughly 10 percent decline in alcohol consumption among Gen Z compared with Millennials at the same age. Mocktail menus and the low-ABV spirits market are growing, driven largely by younger consumers seeking lower-alcohol, lower-sugar options. Long drinks, especially the highball, have become a frequent choice. The highball evolved from the UK Scotch-and-soda and rose in Japan when Shinjiro Torii opened Tory's Bars that served whisky highballs. Japanese drinking preferences favor delicate, nuanced, longer drinks. A highball is typically a 1:2 whisky-to-soda ratio in a tall glass, and bartenders are experimenting with variations.

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