We took a look at how young people’s drinking has shifted over the past two years, and whether their sober-curiosity is continuing… There’s no doubt the pandemic changed Millennials’ drinking habits, but as we enter another year of COVID, what does their imbibing look like? We documented how drinking surged at the start of the pandemic as Millennials turned to it as a coping mechanism, which was an especially stark contrast to their habits pre-COVID, when young consumers were drinking less in comparison to previous generations. The pandemic certainly disrupted the Sobriety Shift trend, but our year-on-year behavioral data shows that after a temporary setback, even during the last two years young people’s sober curiosity has continued: YPulse’s recent nightlife and drinking behavioral report asked 21+ young people “How often do you drink alcohol?” and we compared it to the last few years to see how much has changed: We told you that drinking spiked at the start of the pandemic as Millennials sought coping mechanisms in unprecedented...
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