Iowa restaurants adjust as Gen Z ditches alcohol

Alcohol consumption among Generation Z is down 25% compared to 2018, according to the Iowa Restaurant Association.

DES MOINES, Iowa — Gen Z is drinking less liquor than previous generations. Connor Hayes, general manager of Judges on Court Avenue, is feeling the effects firsthand. 

“I definitely have noticed an upward trend in mocktail sales and non alcoholic beverages in general,” Hayes said. “It’s important to cater to those guests as well.”

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Hayes has worked at different places on Court over the past decade. Recently, he’s noticed a greater demand for spirit-free options.

“The expectations of quality for mocktails have gone up,” Hayes said. “You can’t get away with just throwing some fruit and some soda water into a glass.”

Nationally among Gen Z, alcohol consumption is down 25% compared to 2018, according to the Iowa Restaurant Association.

“Studies show that almost half of Gen Z-age folks would prefer to stay home on a typical weekend night,” said Iowa Restaurant Association President Jessica Dunker.

Less liquor is a big problem as alcohol sales are a major money maker.

“Margins quite frankly are a lot better on alcohol than they are on food,” Hayes said. “It helps fluctuate the costs of managing a kitchen as well.”

To accommodate changing behaviors, Dunker expects that bars will offer more experiences.

“I think you’re going to see more bars in particular doing things to draw you out beyond just having you eat and drink,” Dunker said. “Potentially game nights and karaoke.”

Judges went from offering one mocktail when it first opened in September 2025 to now offering a menu of four.

“A lot of time we do a feature mocktail,” Hayes said. “We carry a lot of types of non-alcoholic beers. I think the next step is to get a non-alcoholic wine in.”

Hayes has some advice for people wanting to open a restaurant amid challenging times.

“I think if anyone was considering getting into the restaurant industry right now, I don’t want them to be discouraged because it is an industry that if you’re passionate about what you’re doing then that will show,” Hayes said.