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The Guardian - US
The Guardian - US
Jenna Zaza

‘They don’t want to get hammered’: how gen Z found a taste for wine

Cavan
Side view of female business owner examining wine bottles at shop
Gen Z wants something that’s ‘easy to drink while being social, and still being able to go on a run the next morning’. Photograph: Cavan Images/Getty Images/Cavan Images RF

While their parents might have paired a bold cabernet with a hearty steak dinner, Gen Z has been dubbed the “sober curious” generation. More than half of young US consumers claimed in one survey that they hadn’t touched alcohol in six months.

But they’re not turning away from wine, industry leaders insist: just drinking it differently.

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