You don't need to listen to the news every day to know that Gen Z are drinking less than the generations before them. One thing that's often not discussed in much depth though is why?
For generations before, booze and socialising went hand-in-hand in many countries around the world, but now the tables are turning.
When thinking about your strategies menu design to experience, brand and marketing strategy, it’s vital to understand the truth behind the trend in order to make your pub, club, bar or restaurant as appealing as possible to the youngest customers through your doors.
In this piece, we dig deeper into what's driving the trend.