In this Lives of Tomorrow episode, WGSN CEO Carla Buzasi explores how Gen Z’s evolving drinking habits are reshaping the alcohol landscape by focusing on flexibility, moderation and community amid the rising sober curious movement. 

Join WGSN Food & Drink Content Director Jen Creevy and IWSR COO Consulting & Consumer Insights Richard Halstead distilling purposeful drinking and low/no innovations. Learn how Gen Z is discovering creative flavours and textures, and drinking earlier in the day, considering health and the cost of living.