Bernstein: Unpacking Gen Z’s Drinking Declines

Dear Client: There's been a lot of chatter across the industry lately about how gen Z's drinking habits (notably, how they are doing less of it) are becoming a headwind for bev alc.   To get to the bottom of this, Bernstein released a report yesterday breaking down why the youngest LDA generation is drinking less and how that impacts the industry as a whole.  While it's easy to point to health and wellness trends or the proliferation of social media/