Gen Z's hanging out at chill parties over raves, but this alcohol exec says there's still an in for the booze business
George Mihalcea
For Gen Z, the party has moved out of the nightclub and into picnics in the park and house parties — and they are drinking less. An August Gallup survey found that the number of 18 to 34-year-olds in the US — which includes young millennials — who reported that they drink alcohol dropped by 9% from 2023 to 2025. And Americans age 25 to 34 spent about 11% less on alcohol in 2023 than the same age group did in 2003, when adjusted for inflation, per Federal Reserve Economic Data. But a top
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