Flavor and Wellness

Experience Economy

1 article

Gen Z patrons enjoying a vibrant bar scene, with one person holding an artfully presented cocktail, highlighting experience-driven alcohol choices.
Trends

Gen Z's Alcohol Paradox: More Drinking, Experience-Driven Choices

In 2025, 70% of Gen Z reported drinking in the last six months, a stark increase from just 46% two years prior.

Daniel Moretti·August 22, 2026