ADAPTING TO THE SOBER CURIOUS GENERATION
Catering to the evolving preferences of Gen Z requires a nuanced approach. While Gen Z consume alcohol less than Millennials, 43% of British Gen Z (of a legal drinking age) still consume beer, wine, spirits or pre-mixed alcoholic drinks at least monthly, according to Foresight Factory (2023). The report goes on to say that Spirits are the most popular […]
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