Gen Z's elder rung of 21- to 28-year-olds have been given the keys to drive the U.S. alcohol market. But to the concern and chagrin of the industry, they make up a miniscule percentile of total booze spending.
A recent report in Wine Enthusiast highlighted the discrepancy in how much Gen Z is contributing to alcohol sales compared to prior generations at the same age: According to RaboBank, Gen Z accounts for just 3.6% of alcohol sales in the U.S.
