In this episode of A Question of Drinks, Felicity and Lulie continue their deep dive into Gen Z drinking habits. Is this generation truly rejecting alcohol — or are they just broke?

Leaving no stone unturned, they dissect commercial reports from Barclays, Rabobank, and IWSR, comparing them with public health research that claims Gen Z is fundamentally different from previous generations. Discover how social media, economic pressures, and delayed adulthood are shaping drinking patterns.

From Tinto de Verano cocktails made with cheap Pinot Noir to boarding school rebellions and prawn cocktail crisps, this episode blends hard data with sharp conversation. The hosts discuss:

Join Felicity and Lulie as they ask: Is the drinks industry doomed or simply changing shape?

In this episode:

04:43 Gen Z alcohol decline described as a long-term cultural shift

05:46 Alcohol losing its use as a tool of rebellion for Gen Z

12:50 Social media driving Gen Z to self-monitor and reduce drinking

15:10 Social media replacing alcohol’s role in making it easier to meet people

16:02 Asahi CEO links alcohol decline to rise of digital entertainment

21:04 Barclays predicts Gen Z alcohol spend will rise with disposable income

22:58 Rabobank says Gen Z drinks less not because they’re worried about health, but because they’re broke

31:00 IWSR data shows Gen Z alcohol consumption rebounding post-pandemic

34:44 Gen Z prefers temporary abstinence over long-term reduction

47:47 But it’s possible the cultural meaning of alcohol is changing despite sales data

Got a question for us? Email us at [email protected] and it might just become our next episode.

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.