Why is Gen Z drinking less alcohol?
Because health beat the hangover. US adults who drink fell from 67% in 2022 to 54% in 2025, a record low, and 75% of Gen Z actively moderates. Bar and club drinking in the US dropped from 45% to 23% in 1 year. I predicted the shift years ago: fitness culture and social media accountability turned sobriety into status, and the 0.0 became the fastest growing drink in the house. Boardrooms still refuse to understand it. The customer is no longer king. Gen Z are dictators. They do not complain and they do not negotiate. They swipe you out of their lives in a nanosecond. My Alcohol Economy card carries the full forecast to 2030.
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