IWSR: Notion Gen Z is moderation generation now ‘conclusively debunked’
Published: 14 July, 2026
Data from the latest Bevtrac survey from drinks analytics provider IWSR – which assesses consumer behaviour across 15 key markets – reveals that the drinking rate of Gen Z (legal drinking age to 28) has stabilised at 74%. This figure represents an 8 percentage point rise compared to three years prior (66%).
Read more...
