Gen Z isn’t the teetotalling generation after all, according to new data. They just took some time to catch up to the rest of the drinking population, and their influence is reshaping the alcohol industry.
As a larger proportion of gen Zers reaches legal drinking age, the gap between them and drinkers at large “appears to have almost completely disappeared.” The report from IWSR, a leading alcohol data provider, dispels the myth that younger people imbibe less.
