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Among Generation Z, the practice of alternating between alcoholic and non-alcoholic beverages, known as "Zebra Striping," is establishing itself as a new drinking culture. This trend reflects a shift in awareness among young people who want to maintain social relationships while avoiding excessive drinking and hangovers. Recently, international media outlets such as Business Insider have reported that Generation Z is redefining drinking culture to reduce hangovers, and that Zebra Striping is gaining popularity as part of this trend.

Generation Z Avoids Excessive Drinking
Alternating Alcohol and Water
Health and Well-being as Core Values
Creating a New Drinking Trend

Zebra Striping refers to the method of alternating between alcoholic and non-alcoholic drinks, resembling the black and white stripes of a zebra. The key is to regulate both the amount and pace of alcohol consumption without completely abstaining. This approach aligns with the values of Generation Z, who prioritize health, productivity, and well-being. Rather than avoiding social gatherings altogether, they are more likely to choose to moderate their drinking to reduce pressure. In fact, the younger generation, who tend to be less enthusiastic about company dinners, are increasingly making a conscious effort to avoid excessive drinking even when they do attend such events.

Global alcohol company Diageo identified Zebra Striping as a major consumer trend in its "Distilled 2025" report, describing it as a result of the growing emphasis on self-care, well-being, and slower-paced social interactions. UK market research firm CGA Data has also confirmed a decrease in alcohol consumption and a general trend toward moderation among Generation Z.

This trend of avoiding alcohol among Generation Z is having a widespread impact on the dining and alcohol industries. Non-alcoholic beverages and mocktail menus are rapidly expanding, especially overseas, and related promotions are also on the rise. The Sun, a UK media outlet, reported that Millennials & Gen Z are more likely than previous generations to drink less alcohol and to combine it with non-alcoholic beverages, prompting the industry to adjust its menu offerings and business strategies accordingly.

Changes in Company Dinner Culture
Increase in Non-Alcoholic Consumption
Strategic Shifts in the Alcohol Industry
Spread of 'Situational Drinking Control'

As demand increases, the non-alcoholic beverage market is also growing rapidly. According to market research firm Nielsen IQ, retail sales of non-alcoholic wine, beer, and spirits in the United States reached 823 million dollars last year. Notably, more than 90% of non-alcoholic beverage consumers still purchase alcoholic drinks as well, indicating that "situational drinking control" is spreading rather than complete abstinence.

There are also positive evaluations from a health perspective. Domestic studies have reported that people who previously drank excessively reduced their risk of cardiovascular disease by 23% when they cut their alcohol intake to a low or moderate level. Other benefits cited include hangover relief, improved sleep quality, and reduced strain on liver function. However, some products are high in calories and sugar, so excessive consumption can actually be detrimental to health.

Reducing Cardiovascular Risk through Moderate Drinking
Positive Effects such as Hangover Relief

Additionally, there are concerns that these beverages may trigger cravings in people in the early stages of alcohol addiction treatment. Experts note, "The healthiest choice is to abstain from drinking altogether, but if you find it difficult to avoid social gatherings, it is important to be aware of and wisely manage your drinking amount and pace." They added, "Zebra Striping can be one alternative."