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  • In 2018, Gen Z drank 20% less per capita than Millennials
  • In 2020, there was a 54% increase in the alcoholic beverage consumption, with a 262% YOY increase in online sales alone.
  • In March of 2022, 53% of Millennials said they consumed alcohol in the past month, compared with 65% of Gen Xers and 72% of Boomers.
  • In January 2023, 44% of those ages 18-24 were drinking less than older generations.
  • By March 2023, Gen Z’s consumption was up 35% since the start of 2020
  • By 2025, IWSR estimates that RTDs will comprise 8% of all alcoholic beverages, an increase of 4% in comparison to 2020.


of the study

“Sober curious”

Younger generations are stepping onto new dynamics where they limit their alcohol consumption, exploring a lifestyle that promotes sobriety and moderation. They may choose not to drink alcohol on certain occasions or on a regular basis, whether for reasons of health, well-being, mental clarity, or simply to explore a life without alcohol dependence. Here is where Non-Alcoholic options that gave the same mouth feel as longtime favourites come in handy. 

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