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.
The article relies on industry-standard market research data and presents findings that contradict common cultural assumptions without taking a political stance.
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