● Covered by 1 source · 1 reportMedium impact
Boomers lead decline in alcohol consumption, surpassing Gen Z
Key points
- 71% of boomers drank alcohol recently, the lowest among generations.
- Gen Z's drinking rose to 74%, up from 66% three years ago.
- The study debunks the moderation narrative surrounding Gen Z.
- Alcohol sales declines are debated as inflationary or lifestyle shifts.
Boomers Reduce Alcohol Consumption
A recent study by IWSR indicates that 71% of baby boomers reported consuming alcohol in the past six months. This is the lowest rate of any generation, decreasing by 2 percentage points since three years ago.
Gen Z's Drinking Trends
Contrary to boomers, 74% of Gen Z, those of legal drinking age, have reported increasing their alcohol consumption from 66% three years ago. This aligns their drinking rate closer to the overall adult population's rate of 76%.
Challenging Assumptions
The findings challenge the narrative that younger adults are leading the trend of alcohol moderation. Marten Lodewijks, IWSR President, commented on the debunking of the moderation myth associated with Gen Z.
Impact on the Alcohol Industry
Shares of major spirits companies like Diageo and Pernod Ricard have stagnated, raising questions about whether the decline in sales is due to inflationary pressures or a broader societal shift towards healthier lifestyles and online interactions.
✨ This summary was generated by AI from the outlets' reporting listed below. It is not independently verified and may contain errors — check the original sources. How BrevFeed works →
The daily brief
One email each morning: the day's tech stories, clustered across outlets and summarized. No account needed.
One email a day. Unsubscribe in one click, any time.
Today's brief
Spend a few minutes, get the whole day. Every topic's top stories in one hands-free rundown — listen, watch, or read the transcript.
▶ Play today's brief
New every morning, and the back catalogue is archived by date.
Reporting from
A study shows that 71% of baby boomers reduced alcohol consumption in the last six months, while 74% of Gen Z have increased their drinking. This trend challenges the perception that younger generations are responsible for falling alcohol sales globally.