Recent data from IWSR Drinks Market Analysis revealed that a significant proportion of Gen Z is giving up alcohol completely.
Among the 15 key markets examined - Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, Mexico, South Africa, Spain, Taiwan, the UK and the US - Japan stands out with the highest level of abstention among Generation Z consumers aged 18 to 26 - with 63% reporting that they haven’t consumed alcohol in the past six months. The country is followed by the US at 54% and Canada at 44%.
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- AB InBev
- Bacardi
- Campari Group
- Diageo
- Moët Hennessy
- Pernod Ricard
- Proximo Spirits
- Suntory Global Spirits
- William Grant & Sons
