New insights reveal Gen Z aren't giving up on alcohol completely, but are looking to moderate their intake year-round.
Today leading Italian vermouth brand MARTINI has unveiled fresh insights into how drinking habits are changing across the UK and US, signalling the rise of 'Generation Moderation'. With spring and summer drinking occasions on the horizon, over half of Brits (53 %) are looking to reduce their alcohol intake. But rather than quitting alcohol altogether, MARTINI has found more young adults than ever are switching, not ditching - choosing No & Low alcohol drinks more frequently.
Full report here