IWSR: Gen Z moderation ‘myth’ debunked

A major study from drinks analyst IWSR has overturned a key industry belief: Gen Z drinkers aren't actually moderating their consumption as many producers thought. The research across 15 key markets shows 74% of Gen Z legal drinkers now consume alcohol at almost the same rate as the wider adult population, up from 66% three years ago. Interestingly, Baby Boomers have emerged as the generation drinking least, with participation down to 71% and the lowest average drinks per session.