Adam and Zach discuss two recent studies, the first of which shows that, surprise, Gen Z is drinking at historically normal rates, despite all the misplaced doom and gloom around the generation. Why were so many invested in the myth that Gen Z doesn't drink, and how should producers and marketers be rethinking their strategy. Plus, another study explores what drinkers really value, and how being consistent in terms of messaging and price can be more effective than chasing trends. Please remember to subscribe to, rate, and review The VinePair Podcast on Apple Podcasts, Spotify, or wherever you get your episodes, and send any questions, comments, critiques, or suggestions to [email protected]. Thanks for listening, and cheers!

Zach is drinking: Treveri Cellars Dornfelder

Adam is drinking: Sad Negroni

Instagram: @adamteeter, @jcsciarrino, @zgeballe, @vinepair

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