The Sober Gen Z Myth: What's Really Happening to Alcohol
Dave Infante and Kate Bernot are two of the sharpest reporters on the adult beverage beat. Between them, they've done more to dismantle the "sober Gen Z" narrative than anyone in trade media. In this episode, we sit down together to talk about what's actually happening to alcohol demand, and what it means for THC beverages.
The mainstream media has spent five years repeating a simple story: Gen Z doesn't drink. Dave and Kate walk through why that narrative is lazy, who benefits from it, and what the data actually shows. Gen Z isn't pathologically averse to alcohol. They're a smaller…
The skinny
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