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 wine (54%) and hard seltzers (40%) to beer (39%).
Gen Z is also equally likely to prefer both full and low alcoholic drinks during happy hour (both 31%). In fact, baby boomers are more likely than any other generation to prefer non-alcoholic drinks (31%), choosing them over full (25%) and low content (22%).
And the overall best happy hour drinks mirror these mixed preferences: cocktails (39%), beer (35%), soda (33%), wine (29%), and water (22%) ranked as the top five.
“America is changing, and so of course is happy hour, but the results show this tradition is as happy as ever—just different. Today’s happy hours come in all shapes and sizes, beyond the local bar and with more options to sip. The rise in no- and low-alcoholic drinks is indisputable, and with an overwhelming 71% of Americans feeling comfortable ordering those options at happy hour, they’re here to stay,” said Michele Truchard, Co-Founder of ButterZero Non-Alcoholic Wine.”
The majority of Americans said their friends (64%) are the top people they’d hit happy hour with, though different generations also have different preferences for the best entourage.
Family snagged the No. 2 spot for Gen Z (43%) and millennials (45%), with partners (41% for Gen Z and 40% for millennials) and friends of friends (34% for Gen Z and 33% for millennials) also towards the top of the list.
On the flip side, coworkers are still in the mix for Gen X (44%) and baby boomers (43%).
A little more than a quarter of those polled (26%) say the best happy hours are solo happy hours, with Gen Z leading the charge (39%).
Looking at topics of conversation, almost half of Gen Z (47%) believe a happy hour isn’t complete without “spilling the tea,” and baby boomers chat about their shared interests (42%).
Gen X spends some time reminiscing (37%) while millennials need to do a little complaining about work (27%).
“Choice is the key. At home, or out and about; no alcohol, low alcohol or original; and for every generation—happy hours should serve up great quality drinks,” added ButterZero’s Truchard. “Whether it’s non-alcoholic wine, low-alcohol wine, or any wines, we know it’s important to make delicious red, white, and sparkling wines for every occasion with zero compromise.”
Research methodology:
Talker Research surveyed 2,000 Americans 21+ split evenly by generation (500 Gen Z, 500 millennials, 500 Gen X, and 500 baby boomers) who have access to the internet; the survey was commissioned by ButterZero, Non-Alcoholic Wines, and administered and conducted online by Talker Research between Jan. 18 and Jan. 22, 2026. A link to the questionnaire can be found here.
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