The Myth of Gen Z's Abstention: A More Nuanced Look at the Decline of Alcohol Consumption The recent headlines have been filled with dire predictions about the future of the alcohol industry, and the blame has been squarely placed on the shoulders of Generation Z.
Winemakers are setting their vineyards ablaze, whisky distilleries in Scotland are struggling to shift their stock, and Australian craft breweries have been shutting down left and right.
The narrative goes that Gen Z's aversion to booze is a death knell for an industry that has long been a staple of social culture.