Gen Z is drinking less in their late teens and early twenties compared to Millennials. A 2018 study from Berenberg Research found that “Gen Z drink 20% less per capita than [M]illennials did in their late teens and early twenties,” and that 64% of Gen Z expect to “drink less in their adult life than older generations.” Young people are choosing not to drink or are drinking less for various reasons, such as health benefits, curiosity about other products, and concerns about the stigma associated with drinking. This gen in particular is more open to no-and-low alcohol alternatives and is more flexible in their approach to drinking less. (Fortune)
📊 YPulse data: 29% of Gen Z over 21 say they are interested in drinking lower-alcohol cocktails / drinks
