Gen Z Is Drinking Again. A New Study Puts Their Alcohol Consumption at 74%, Up From 66% in 2023
A new study suggests the much-discussed sober trend among young people may be fading, with Gen Z’s alcohol consumption climbing sharply in the past two years.
For years the story was that young people had quit drinking for wellness reasons. New numbers say that trend just reversed, and the wine and spirits industry is the one breathing easier.
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