Boomers, not Gen Z, are the generation cutting back most on alcohol
New research from IWSR indicates that Baby Boomers are reducing their alcohol consumption more than Gen Z. The findings challenge the popular narrative that younger generations are the primary drivers of the global decline in alcohol sales.
Why it matters
This shift in consumer behavior forces beverage companies to rethink their marketing strategies and long-term growth projections as the industry faces structural changes.
none for me, thanks Boomers, not Gen Z, are the generation cutting back most on alcohol New research overturns assumption that abstinent younger drinkers are behind weak demand.
64 Credit: Patrick McMullan Credit: Patrick McMullan Text settings Story text Size Small Standard Large Width * Standard Wide Links Standard Orange * Subscribers only Learn more Minimize to nav Baby boomers are the generation cutting back most on alcohol consumption, outstripping Gen Z’s abstinence, as moderation takes hold at every level of society.
Seventy-one percent of boomers, those born between 1946 and 1964, consumed alcohol in the past six months—the lowest drinking rate of any generation and down 2 percentage points from three years ago, according to IWSR, a market researcher for the global beverage industry.
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