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Gen Z in 'high spirits' as boomers wind down
Younger Indians aged 21-28 are drinking alcohol more frequently than before. This trend challenges the idea that Gen Z avoids alcoholic beverages. Older generations are reducing consumption while younger consumers explore premium options. Urban affluent Indians show increased alcohol participation, favouring bars and restaurants. Whisky remains the most consumed spirit, with premium brands gaining popularity.
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economictimes.indiatimes.com
Gen Z in 'high spirits' as boomers wind down
Younger Indians aged 21-28 are drinking alcohol more frequently than before. This trend challenges the idea that Gen Z avoids alcoholic beverages. Older generations are reducing…
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arstechnica.com
Boomers, not Gen Z, are the generation cutting back most on alcohol
New research overturns assumption that abstinent younger drinkers are behind weak demand.