Sales in the alcohol market are still rising, even as Mintel reports that one in five Americans has reduced their consumption within the past year. As we note below, younger generations are largely leading this behavioral shift. Empowered by wellness trends, desirous of convenience, and faced with new options, Millennials and Gen Zers are sparking the rise of new categories and concoctions, forcing innovation, and even big brands are starting to listen. Accordingly, just like in other disrupted industries, the brands that react with newness, better-for-you products, and convenience will have something to cheers to.
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