Gen Z moderation is debunked

“The narrative that Gen Z is the generation of moderation is now debunked… Gen Z consumers enjoy drinking at roughly the same levels as the rest of society,” IWSR’s president stated. IWSR’s biannual Bevtrac survey of 15 key markets indicates that 74% of Gen Z (those of legal drinking age to 28 years old) now drink alcohol, a consumption roughly level with the adult average of 76%.