Headlines about Gen Z and alcohol are drawing lots of attention recently. And some are full on misleading: a recent article attributed Gen Z’s poor mental health to their sober curiosity, while a dubious study even went as far as stating that three in five Gen Z don’t drink alcohol at all! But YPulse’s authoritative research on European Gen Z and Millennials shows it’s the opposite: only 21% of 18-39-year-olds in Europe say they never drink alcohol. So, while it’s true that Gen Z and Millennials are sober curious generations, it’s a big stretch to label them as “teetotal” (as in, completely sober). So, is it possible that Gen Z is really “killing the wine industry” and making corkscrews an obsolete kitchen essential? Though most young Europeans drink, the kind of alcohol they drink differs per country in surprising ways. In our Nightlife & Drinking report, we ask 18-39-year-olds in the U.K., France, Germany, Spain and Italy to tell us what types of alcoholic they drink, from five options...
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