Ask an industry executive why Gen Z is drinking less and you’re likely to hear the usual generalisations: “They care about health,” or “They want premium experiences.” But these answers, argues Bourcard Nesin, senior beverage analyst at Rabobank, are overly simplistic – and often wrong. In a sharply analytical new US focused report, The Real Reasons Generation Z Is Drinking Less Alcohol, Nesin dismantles the popular myths around Gen Z drinking habits and offers a data-driven framework for understanding the future of alcohol consumption. His findings, one might argue, should give the drinks industry both reassurance and, Read more