Boomers, not Gen Z, are the generation cutting back most on alcohol

Boomers, not Gen Z, are the generation cutting back most on alcohol

New research overturns assumption that abstinent younger drinkers are behind weak demand

Surprising New Trend: Boomers Now Cutting Alcohol More Than Gen Z

Boomers overtake Gen Z as ‘generation of moderation’, IWSR survey shows

The drinking rate among Gen Z legal drinking age consumers across 15 key markets has stabilised at 74%, up from 66% three years ago

Satirical Study Claims Gen Z Drinks Less Mead Than Medieval Generations

ST. LOUIS—Revealing a drastic decline in regular honey-wine consumption among youths, a new study published by researchers at Saint Louis Un

Baby Boomers’ Low Retirement Shortfalls Could Put Their Millennials Kids’ Finances In A Chokehold

Financial planners say the trend is forcing many adult children to prepare for the possibility of helping aging parents while also saving fo

Why staying in sports or clubs may help kids say no to alcohol

A study by a Ph.D. student found that teens who remain engaged in a structured activity were less inclined to drink.