Gen Z is drinking again, but alcohol is still in trouble

13 Feb 2026

As alcohol consumption declines, many have suggested that it is being driven by Gen Z reducing their intake for health reasons. However, younger consumers are not as overrepresented among drivers of decline as once thought. So what else is reducing consumption? Macroeconomic headwinds play a role, and GLP-1s could pose a substantial threat to the sector.

Read full article at Beverage Daily