Why Gen Z may not be alcohol’s challenge but its comeback story – Comment

The headlines may scream that Gen Z consumers are pulling back on nightlife, drinking less and threatening the future of the alcohol industry, generally, and the on-premise channel, more specifically. Recent research out of the US, however, suggests that the opposite may be true.In the US, Gen Z consumers - particularly those aged between 21 and 28 - are not only going out more frequently than older consumers, but are also spending more when they do, according to a proprietary study by Questex’s Hospitality Group in partnership with Datassential.The 'Questex On-Premise Consumer Habits Report