If you still think Gen Z is "killing alcohol," it might be time to retire that slide.
A new Dentsu
studyfinds that alcohol isn't disappearing from American life. It's becoming a more selective purchase, a more social occasion and, increasingly, just one option among many.
About 70% of U.S. adults drink alcohol, but only 37% say they drink regularly. Another 17% are social drinkers, 16% save it for special occasions and 30% don't drink at all. Women and Gen Z are far more likely to fall into the occasional or rare drinking camps than the nightly happy hour crowd.