Taste, Identity, Moderation, Frugality: Cracking the Gen Z Drink Code

Dear Client:  Perhaps you’re already sick of Gen Z. Well, prepare to get sicker. Because a good portion of them can buy beer and bev alc (70% of legal drinking age U.S. Gen Zers now drink alcohol, which is up from 46% in 2023), and “are already influencing the industry in a big way.” Indeed, they are too massive to be ignored.  But it’s OK – because they do drink, and there are ways to reach them, according to Laura