Gen Z's 'Promiscuous' Relationship with Alcoholic Beverages

Gen Z is reshaping the alcoholic beverage market by consuming a range of beverages, including nonalcoholic options. Traditional alcoholic beverage companies are pivoting their offerings to become total beverage companies. The concept of damp drinking, limiting alcohol consumption while still enjoying its benefits, is gaining popularity among young consumers. The low-alcohol and non-alcoholic beverage categories are growing in popularity.