Reports and Webinars are limited to the Region terms of your Pro and Prime subscription, as shown in “Purchased Regions”.

  • To filter all content types to individual Region(s) you have purchased, apply your Region(s) under “Purchased Regions.”

Articles, Video Updates, and News across all Regions are open to all Pro and Prime subscribers.

  • To see this content for any Region, use the “Content Filter”.

Trend Report: The Sobriety Shift

Download the full report for further insights

A moderation trend has been taking hold among young consumers, who are drinking less alcohol in comparison to previous generations. Instead, they’re turning to alternative beverage options or choosing to experience events without being clouded by the effects of alcohol—and the industry is feeling the consequences. According to our data, 74% of 21-36-year-olds who drink have limited the amount of alcohol they drink or are interested in doing so. In this report, we dive into the generational shifts that are inspiring Millennials put down their drinks, and how brands can respond in the face of declining interest in alcohol.

Previous years' reports

Download content
North America
Report
Download