Zebra Striping: The Striped Drinking Habit Redefining Nights Out

A curious new buzzword is showing up in global food and drink reports: “zebra striping.” Borrowed from the image of black-and-white stripes, it describes a pattern of alternating alcoholic and non-alcoholic (or low-alc) drinks on a night out, giving people the social ritual of drinking while dialing down the overall intake.

ADM’s 2026 global consumer trend report notes that 57% of Gen Z worldwide say they’ve reduced their alcohol consumption in the past year, and highlights zebra striping as one of the key behaviors behind that shift. Instead of committing to permanent sobriety, many young drinkers are experimenting with “on/off” sequences—cocktail, alcohol-free beer, soda, then back to wine—so they can stay longer at events without burning out.

A 2026 food-and-beverage forecast from UK agency Hatch also flags zebra striping as a major opportunity for no/low brands. The report argues that Gen Z isn’t rejecting alcohol outright but “redefining” it, and urges beverage companies to design non-alcoholic options that fit seamlessly into drinking culture, with similar glassware, rituals, and flavor complexity.

Medical and public-health writers have picked up on the same pattern when covering “damp drinking,” a moderation movement where people consciously aim for less-frequent, less-intense intoxication rather than total abstinence. For now the language of zebra striping is most visible in English-language reports and campaigns, but as no/low products expand globally, the idea of managing nights out through rhythm rather than sheer willpower is poised to spread beyond the English-speaking world.