Pubs lure Gen Z with nonalcoholic drinks

Only a quarter of male Singaporeans aged 25-34 drink regularly.

Young people may be drinking less, but Singapore’s bars aren’t running dry, with analysts projecting average annual growth of 6.8% through 2028.

“Despite the many recent challenges, our view of the longer-term prospects of Singapore’s pub sector is cautiously optimistic,” Tim Hill, key account director for Southeast Asia at GlobalData Plc, told Singapore Business Review.

Alcohol consumption among Singaporeans has declined, with 74% saying they drank while “socialising, occasionally or regularly,” in the first quarter, down from 78% four years earlier. Hill said in an emailed reply to questions, citing a GlobalData survey.

“The most noticeable drop was in the 25-34 male age bracket in Singapore, with 35% consuming alcohol regularly in Q1 2021, down to 25% in Q1 of 2025,” he pointed out.

Philippe Chan, general manager at YouGov in Hong Kong and China, said three of 10 Singaporean Gen Zers drink beer compared with 44% of the general population, while only 12% drink red wine, fewer than 23% of all Singaporeans who do so. Only 11% drink whisky, compared with 18% of the total population.

Alcohol-free experiences are expanding into tourism, said Nathanael Lim, Asia Pacific Insight manager for beverages at Euromonitor International. 

He cited VegThisCity, a Singapore-based tour operator whose SingaPour Drink Tour features a three-hour walking tour celebrating Singapore's alternative beverage scene.

“This tour takes participants to three local bars, where they can sample nonalcoholic beverages and bar snacks,” he said.

Hill said regular alcohol drinkers in Asia report higher spending across all food service categories compared with their non-drinking counterparts.

“If the percentage of regular drinkers in the Asia-Pacific population decreases, then spending per capita across all food service channels also decreases,” he said.

As alcohol consumption falls among young consumers, low- and no-alcohol cocktails are gaining traction at bars and pubs, Lim said.

A standout bar in Singapore that sells alternative drinks is Fura, located at 74A Amoy Street.

Fura serves cocktails made with low carbon-footprint ingredients, such as a martini featuring jellyfish and spirulina. The bar also offers nonalcoholic beverages made from upcycled surplus produce.

Rob Temple, managing director of wine vault Sinowine Pte. Ltd., said bars in Singapore could gain an edge by offering wines and spirits that are hard to find elsewhere.

He added that diversity, range, and creative mixology using local ingredients are shared traits of the 11 Singaporean bars that made it to Asia’s top 50 Bars 2024, which included Fura.

“Also, the personalities serving in these outlets are engaging, offering memorable and social media-friendly experiences,” Temple, who recently spoke at Vinexpo Asia 2025, said. “This all resonates with Gen Z consumers who look for unique experiences.”

“Wines and spirits that offer authenticity with a story will be appealing to young consumers who value these attributes over brand strength,” he added.

Some bars have started offering experiences beyond just drinks, Lim said, citing Bar Spectre in Tanjong Pagar as an example.

It also hosts wellness workshops like “Death in the Afternoon” where, for $50, guests get two drinks and participate in reflective conversations on death, missed chances, and finding deeper meaning in life.

Offering a novel experience and sense of community, like what Bar Spectre provides, is key to attracting Gen Z consumers to bars, Lim said. 

“Gen Z consumers seek social connection and share their experiences widely on social media, which serve to amplify the brand visibility.”

“By capturing their loyalty through unique product offerings and experiences, this will enable bars to thrive in an increasingly competitive nightlife market,” he added.

Hill remains optimistic about pub sector revenues this year, citing regional business and leisure travel as key drivers of growth beyond local consumption.