It’s the question of the moment: why is Gen Z drinking less alcohol? Academics are wondering, banks are wondering, and the drinks trade doesn’t know what to think.

In the first episode of a two-part deep dive, Felicity and Lulie tackle this hotly debated question head one. In Part One, they examine a major new academic study, Young People, Alcohol and Risk: A Culture of Caution, which argues that Gen Z's attitudes to alcohol mark a generational shift, not just a life stage delay. 

From risk-aversion to the rise of the Clean Girl Aesthetic, this episode explores what might be behind the dramatic fall in drinking across high-income countries — and whether it's really as new as people think. Along the way, expect Lidl wine tastings, boxing metaphors, rage-baiting influencers, and a brief moment of intergenerational defensiveness.

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Meet Your Hosts:

Lulie Halstead founded and led international consumer research and strategy consultancy Wine Intelligence, and led it to a successful PE exit. Today she is a renowned global beverage alcohol and wine sector specialist, focused on consumer behaviour, strategy, retail and hospitality. An accomplished keynote speaker, she has spoken at more than 70 international events over the past 20 years.

Felicity Carter is an award-winning wine and drinks journalist, editor, speaker trainer and content strategist. She led Meininger’s Wine Business International to become the world’s most must-read wine trade magazine, and was founding Executive Editor of The Drop/Pix, which the Wall Street Journal named one of the most trusted sources of wine information. A regular keynote speaker, she was named a 2024 Industry Leader by WineBusiness Monthly.