Gen Z's hanging out at chill parties over raves, but this alcohol exec says there's still an in for the booze business
Younger adults prefer drinking at home and outdoor gatherings, choose lower-alcohol beverages, and present new consumption opportunities for alcohol companies.
Whiskey missed its summer moment. Can it still win over Gen Z?
Whiskey must modernize rituals and serve lighter, approachable formats like highballs to appeal to Gen Z and reverse declining younger demographic sales.