‘Sober-curious’ Gen Zers are choosing quality over quantity when drinking: expert
The alcohol industry has long relied on young adults eventually becoming regular drinkers. Now, Gen Z is forcing the industry to shift as they embrace “sober-curious” lifestyles and search for quality beverages. A 2025 Gallup poll found that the percentage of US adults who said that they consume alcohol fell to 54%, the lowest rate in the 90 years … Read more
