Trend Report: The Sobriety Shift

Gen Z and Millennial research, trends, and 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.

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