Gen Z most likely to prefer at-home happy hours, new survey shows
New research has revealed that three in five Americans agree that happy hour has evolved beyond the old after-work bar routine.A survey of 2,000 Americans 21+ split evenly by generation looked at how they’re redefining, modernizing, and still enjoying the age-old tradition of “happy hour.”A majority of respondents (60%) agree that happy hour is no longer just going out for drinks after work.It’s now become a way to relax and unwind (63%), destress (47%), and celebrate everyday wins (35%).Generational opinions of the best happy hour differ, with most (63%) finding Friday to be the perfect day, while Gen Z than any other generation, chose Saturday (35%).Overall, at-home happy hours have a slight edge over another location like a bar or restaurant (32% vs 30%), though generations are divided.More Gen Z than any other prefer to stay home (39%), though millennials (35%) and Gen X (32%) are most likely to say it depends on the day of the week.
Baby boomers, on the other hand, are the only age group to prefer to have happy hour at another location (39%).Those who prefer at-home happy hours most like to hang out in their backyard (41%), on the couch (38%), or on the porch (33%).Gen Z is more likely to sit around the kitchen island (33%) or even in their bed (27%), while millennials and Gen X (both 33%) opt for the kitchen table.Regardless of when or where they’re happening, and despite the name, most agree that happy hour shouldn’t be limited to just one hour and should last at least three hours.Conducted by Talker Research on behalf of ButterZero, the survey also explored respondents’ wine and alcohol content preferences, from full-strength pours to the rise of low and non-alcoholic options.According to the results, 60% of those polled find non-alcoholic drinks appealing during happy hour, and many (59%) already opt for low-alcohol content beverages.Beer (53%) and wine (44%) came out as the top two low alcohol content picks overall, with Gen Z preferring wi...