Attempting to pinpoint the reasons why the Millennial (born between 1981 and 1996) and Gen Z (1997–2012) consumer demographics are drinking less has preoccupied beverage alcohol brand owners for some time now, so it’s little surprise to find a plethora of studies devoted to the subject.“Younger LDA consumers growing up in the smartphone era have a fundamentally different set of needs from alcohol compared to the pre-smartphone generations," says IWSR Bevtrac product lead Ivana Mitic. “The need for socialising among this cohort remains very strong, but the main differences are the nee
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