Gen Z drinks less than the generations before them, but the awkwardness they feel talking about alcohol is starting to transform where they go out, what they order, and how bars are built for them. Younger consumers say they feel more awkward than older consumers when explaining why they aren't drinking, new research from Heineken 0.0 shows. While an increasing percentage of Americans feel comfortable declining an alcoholic drink with a simple "no thanks" (72%) or opting for a non-alcoholic alternative at parties (86%), only about half of Americans under 35 are comfortable drinking low or no-alcohol drinks in public. They're also more likely to expect someone will question them, and more likely to feel they need an excuse for not drinking — a paradox, given that Gen Z drinks less overall. Read more about how bars are revamping their strategies as Gen Z makes alcohol optional at the link in our bio. Story by Katherine Tangalakis-Lippert (Credit: Getty Images) #genz #alcohol #bars