Why 'sober Gen Z' is quietly the alcohol industry's best customer
- Gen Z may drink less frequently, but chooses premium and ready-to-drink options when they do.
- Gen Z buying ready-to-drink cans jumped from 31% to 42% in a single year, per Attest's 2026 research.
- No- and low-alcohol is now the industry's fastest-growing segment — though millennials and boomers buy more by share.
- IWSR found Gen Z reporting recent drinking rose from 46% in 2023 to 70% in 2025, muddying the sober narrative.
Source: ndtv.com
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