Why are people putting ice in beer?
If you’ve scrolled TikTok lately, you might have seen Gen Z dropping ice cubes into their lager — and sparking a full-blown generational debate. Traditionalists call it sacrilege. Young drinkers call it refreshing. But what’s really going on here?
A recent Times survey found that 28% of Britons aged 18–35 now put ice in their beer, and 35% even put red wine “on the rocks.” For some, it’s a climate-driven refreshment choice. For others, it’s about playfully breaking taboos.
Is it okay to put ice in beer?
Yes, it’s perfectly safe. Ice doesn’t ruin your beer — though purists will argue it “waters it down.” What it does do is:
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Keep the drink extra cold, especially in hot weather.
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Add a crisp, refreshing edge.
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Turn a standard pint into a more sessionable, thirst-quenching sipper.
So while your grandad might shake his head, your TikTok feed will say otherwise.
What beers work best with ice?
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Lagers and pilsners – light, crisp styles shine with extra chill.
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Low- and no-alcohol beers – like NuWave, where ice brings out refreshing notes without muting flavour.
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Citrusy or fruity beers – ice amplifies that “radler-by-accident” vibe.
Heavier stouts and IPAs? Probably best left un-iced.
Why Gen Z loves beer on the rocks
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It’s disruptive. Gen Z is redefining drinking culture — and ditching rules that feel outdated.
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It’s visual. A frosty pint glass stacked with cubes looks great on camera.
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It’s adaptable. With younger generations drinking less alcohol, “beer on ice” is just another way of making drinks feel customisable, like a coffee order or a Starbucks secret menu hack.
“The no and low world has always been about rewriting the rules. If ice makes beer more refreshing and more appealing to a new generation, then that’s something to celebrate, not sneer at.”
— Brendan Williams, Founder of NuWave Drinks
The NuWave take 🍺❄️
At NuWave, we’re not here to police your pour. If ice in beer makes you happy, go for it. Our 0.5% mood-enhancing, postbiotic-powered brew already bends the rules of what beer should be. So why not drop in a cube, kick back, and sip the dopamine high — without the regret?
Key Takeaway
Beer culture is changing. Whether you’re an ice-in-beer rebel or a chilled-pint purist, the real point is this: drinks should bring joy, not judgement.
Crack a can. Catch the vibe with the beer that loves you back.