For Gen Z consumers, daytime is the new prime time for drinking – Comment

With autumn well and truly upon us here in the Northern Hemisphere, it’s hard to believe that only a few weeks ago I was sitting on a balcony in the Mediterranean sun, thinking that life is pretty great when you can crack open a beer at 11:35 in the morning without feeling like it’s a bad thing. In fact, on holiday, it almost feels encouraged.I’ve long assumed that, for most of us, this sort of behaviour is a rare indulgence. But there’s plenty going on that suggests otherwise.As a strategist, the statistics that always grab me the hardest are the ones that conflict with my own habits.