From Fortune Magazine:

Their role as Gen Z drink gurus is to figure out how legacy alcohol brands can entice the sober curious. Gen Z is drinking 20% less per capita than millennials did in their late teens and early 20s, with 64% expecting to drink less in adulthood. Boomers are drinking more than GenXers and millennials, and wine is preferred by 58% of consumers over 65. However, the no and low alcohol alternative drinks industry is steadily growing.
There are a variety of reasons for the decreasing alcohol consumption among Gen Z, such as health benefits, curiosity about other products, and a more flexible approach to drinking. They are more likely to experiment with no-and-low alternatives, and some are investing in the industry. NoLo wine is trailing behind beer in growth, but is expected to increase by 7% year-on-year.
Adnams, a British-based brewer, has been investing in producing NoLo alcohol beer alternatives. The company is focused on creating high-quality products that stand out in the market and appeal to a variety of different tastes, as the cycles within the alcohol industry are getting shorter. The company is also prepared to move away from its traditional products and experiment with new flavors and styles.
Bacardi, known for its exclusive cocktail experience, is focusing on the demand for white spirits from younger drinkers and the need to prepare darker spirits for older customers, which can take up to 20 years to mature. The brand is also investing in NoLo alternatives and ready-to-drink cocktails in response to a shift towards more mindful and balanced consumption of alcohol.
The changing behaviors of Gen Z are having a ripple effect on other industries that have traditionally relied on alcohol sales. While TV shows and films may portray a cliche college experience of heavy drinking, studies show approximately one in three 18 to 22-year-olds are abstaining from alcohol, leading to a shift towards other activities, such as dining out and online gaming.



Read more: How beer, wine and spirit brands are getting ready for sober-curious GenZ