Gen Z's Sobering Reality: Just 4% of U.S. Alcohol Sales in 2025 as Industry Grapples with Shifting Tastes
New market data reveals a stark generational divide in American drinking habits, with Gen Z contributing a mere 4% to total alcohol sales last year. The findings challenge long-held industry assumptions and highlight the enduring spending power of older consumers amid a broader shift toward premiumization and alternative beverages.