Plus with declining birthrates in developed countries there are probably fewer overall Gen Z people than older cohorts. So even if they drank at the same rate you could still expect the absolute amount of alcohol consumption to be lower.
People in their 20s tend to buy well drinks and cheap beer unless they’re independently wealthy. Older people tend to have more expensive, or at least more specific, preferences.
Considering half of Gen Z isn’t even legal drinking age yet, this isn’t too surprising.
Plus with declining birthrates in developed countries there are probably fewer overall Gen Z people than older cohorts. So even if they drank at the same rate you could still expect the absolute amount of alcohol consumption to be lower.
By that logic it should be around 10B by now
People in their 20s tend to buy well drinks and cheap beer unless they’re independently wealthy. Older people tend to have more expensive, or at least more specific, preferences.
Raw spending doesn’t mean much in isolation.
No because the half that currently can’t drink might drink twice as much