From Abstinence to Intentional Consumption: Gen Z rewrites the rules of alcohol Not quitting—just redefining The narrative that Gen Z has “stopped drinking” is only partially true. While the number of young adults who never drink is rising, the majority still consume alcohol—just in different contexts, frequencies, and mindsets. Instead of full abstinence, Gen Z is embracing selective sobriety, where alcohol is no longer the default social behavior. At the same time, alternat

From Drink-Centered Socializing To Food-Led Shared Experiences The rise of low- and no-alcohol consumption is reshaping social occasions, shifting focus away from drinks and toward shared food experiences. As alcohol becomes less central, snacks are taking on a more prominent role in defining how people gather, interact, and spend time together. Instead of being secondary additions, items like cheese boards, dips, and premium crisps are becoming the main attraction. This refl

Mid-Strength Beer Emergence: The Burden of Intentionality Mid-Strength Beer emergence refers to the rapid rise of beers specifically engineered to sit between 2.5% and 3.5% ABV , offering a compromise for a generation of drinkers focused on moderation. Unlike previous "light" beers that were often perceived as watered-down versions of flagship products, these new entries are brewed from the ground up to maintain full flavor profiles while reducing alcohol content. This trend