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Young, Sober, and Cautious: What a Major Study Says About Alcohol and Gen Z

Young, Sober, and Cautious: What a Major Study Says About Alcohol and Gen Z

New data shows a historic collapse in youth alcohol consumption

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Felicity Carter
May 30, 2025
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Young, Sober, and Cautious: What a Major Study Says About Alcohol and Gen Z
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Few questions have gripped the wine industry more than the question of why young people are drinking less.

Is wine outdated? Too full of obscure rituals? Not innovative enough?

Now it’s not just wine —…

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