Younger, legal-drinking aged Gen Z consumers increasingly enjoy a very different relationship with alcohol versus older age cohorts, exhibiting rising levels of abstention, moderation, experimenting with new categories, and turning away from traditional, high-volume categories. Latest data from Bevtrac, IWSR’s ongoing consumer tracking, suggests that, in some key markets, a significant proportion of younger LDA (legal drinking age) consumers are now avoiding alcohol altogether, although there are wide variations between, Read more