Rabobank: A Different Perspective on Gen Z’s Drinking Habits

Dear Client: Gen Z and their proclivity (or lack thereof) for drinking has drawn a lot of attention from the industry in recent months, with many speculating that it has to do with overarching health and wellness trends or the proliferation of social media.  In a recent report, Rabobank senior beverage analyst Bourcard Nesin took a look at the generation from a slightly different perspective, diving into demographic shifts and the youngest LDA drinkers as a "life stage" rather than