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Young consumers in the U.K.’s are challenging their binge-drinking reputation.

Jul 17 2015

Young consumers in the U.K.’s are challenging their binge-drinking reputation. According to a new study, the “selfie generation” (we think that means Millennials) are saying no to alcohol in “unprecedented numbers:” 35% of these 16-29-year-olds say that alcohol is not at all important to their social life, and 19% say they never drink. Health concerns and fit being the “new cool” are major drivers of the teetotaling trend. (Daily Mail)