NIQ Cracks the Gen Z Code

Dear Client: Cracking the code to reach Gen Z consumers is becoming more important as more of the consumer group begins to reach legal drinking age.  Indeed, while Gen Z consumers only make up 6% of current total bev alc buyers, millions of consumers will reach legal drinking age in the next decade, with “62% of the global population” being made up of Millennials or younger” as of this year, per NIQ’s recent analysis of Gen Z drinking trends.  We