Drinking has become more prevalent among Gen Z as baby boomers cut back their alcohol consumption, according to an extensive new study that challenges the narrative that abstinence among young people is driving the industry’s decline.
An IWSR survey of more than 26,000 people across the 15 largest alcoholic drinks markets found 73 per cent of Gen Z respondents — people of legal drinking age to 27 — had consumed alcohol in the previous six months, compared with 66 per cent two years ago.
That was the biggest increase of any generation, according to IWSR, a market researcher for the global beverage industry.
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