"They Said They Quit Drinking, But Start in Broad Daylight?... The Unexpected Drinking Trend Captivating Generation Z"

Enjoying a Light Drink Earlier in the Day Instead of Late at Night

The Rise of 'Community Maxing' at Social Gatherings and More

Alcohol Companies Launch Promotions Like Non-Alcoholic Beer

"We now start our drinking gatherings earlier and end them sooner, instead of drinking late into the night. This helps us feel better the next day, and it's much better for maintaining a healthy and social lifestyle."

The trend of "Daycap," where people enjoy light cocktails in the early afternoon or evening after work, instead of late-night drinking, is changing the drinking culture of Generation Z in the United States.

The trend of 'Daycap,' which involves avoiding late-night drinking and enjoying light cocktails in the early afternoon or around sunset after work, is changing drinking culture. Getty Images

According to reports from The Guardian and the Charlotte Observer on August 24, 2026 (local time), members of the global Generation Z increasingly prefer drinking during earlier hours as an alternative that allows them to maintain their health without giving up social pleasure.

'From Nightcap to Daycap'

American Generation Z preferring daytime drinking. Pinterest snapshot

"Daycap" is a term that translates the concept of the traditional "nightcap"—drinking late at night—into the daytime. While a nightcap symbolizes wrapping up the day with a drink, a daycap represents the transition from work to rest.

Bacardi's 2026 cocktail trends report explained this shift as part of the movement called "Afternoon Society." This refers to the tendency to deliberately consider one's dietary habits, often choosing non-alcoholic beverages or preferring low-alcohol cocktails even while drinking.

Pinterest Screenshot: American Generation Z Enjoying Low-Alcohol Drinks

Bacardi's research showed that 34% of U.S. adults of legal drinking age start their dinners, drinks, and social activities earlier in the evening. Internationally, this trend is even more pronounced, with 51% in France and 40% each in Spain and India doing the same. The normalization of restaurant reservations during the early evening, around 6 p.m., also reflects this trend.

This movement is being led primarily by Generation Z. According to data from the International Alliance for Responsible Drinking (IARD), 50% of Generation Z feel pressured to reduce alcohol consumption for health reasons, while 60% still see alcohol as a cultural element that facilitates social activities. Sean Kelly, Bacardi's Global On-Trade Vice President, explained, "Generation Z isn't avoiding alcohol altogether—they're choosing to drink more lightly and at more deliberate times."

How Is This Different from Cost-Effective Happy Hour Promotions?

People walking in front of the store during happy hour. Photo by Getty Images

Although the earlier timing of daycap gatherings may remind some of traditional happy hours, the purpose and context of daycap are different.

Happy hour, typically held between 4 and 7 p.m. on weekdays right after work, is a "commercial promotion" focused on offering alcoholic beverages and food at discounted prices during off-peak hours, with an emphasis on "economic benefits and value for money."

In contrast, daycap is less about discounted prices and more about emphasizing personal wellness and integrating healthy routines into daily life.

Pairing Alcohol with Offline Gatherings... The Rise of "Community Mixing"

Generation Z enjoying light drinking while playing board games. Image courtesy of Pinterest

The very nature of drinking gatherings is changing. Younger consumers are turning away from bar-centered meetings and instead are combining drinks with activities like games, sports, and concerts, treating beverages as a complement rather than the main attraction. Brandy Rand, Vice President at Questex Hospitality, analyzed, "Drinks no longer define the gathering but serve to enhance the experience."

This shift is fueled by the popularity of "community mixing," a trend where people bond offline through shared interests such as book clubs, running, or crafts. The Guardian diagnosed, "Young people are stepping away from the fatigue of virtual social networks and endless short-form scrolling, seeking connection in the most analog way possible through offline gatherings."

From a health perspective, daycap is considered a reasonable alternative. Experts explain that drinking earlier provides the body more time to metabolize alcohol before sleep, and that consuming alcohol with meals often helps reduce the risk of hangovers.

Gen Z in Korea Also Reducing Alcohol Consumption... The Industry Is Adapting

Cass Zero. Cass website

In Korea, more young people are also opting out of late-night drinking, which has led to changes in the Korean alcoholic beverage market. For the first time in 27 years, the total shipment volume of alcoholic beverages dropped below 3 million kiloliters; shipments of beer and soju have declined for three consecutive years since 2022, and makgeolli has been on a downward trend for five consecutive years.

According to a survey by job search platform Jinhaksa Catch of 1,347 Generation Z job seekers conducted from July 27 to 31, 2026, 63% of drinkers said they "only drink enough to feel a slight buzz" at gatherings, while 29% "barely touch their drinks." Only 8% responded that they "enjoy drinking until fully intoxicated."

The industry attributes the overall contraction of the alcoholic beverage market to rising health awareness, as well as continued aging and population decline, and changing workplace drinking culture. In response, breweries and distilleries are rolling out non-alcoholic products and new items with various flavors to broaden their customer bases. OB Beer launched "Cass 0.0" and followed up with "Cass Lemon Squeeze 0.0" in 2024, and last year introduced another non-alcoholic beer, "Cass All Zero."

This content was produced with the assistance of AI translation services.