Nadine Sarwat (Bernstein’s North America Alcoholic Beverages & Cannabis Analyst) is back on the podcast with host Diana Wood, this time to discuss the behavioural trends of Gen-Z and Gen-Alpha. Accounting for 35% of the population today, albeit with limited purchasing power, they will one day become the largest consumers in the American economy. We delve into how these two generations differ from prior Americans of similar ages in a bid to understand the future of overall consumption and allocation of time for generations today and tomorrow. 

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