Why do we drink what we do? Is it just the taste — or are there other drivers behind what's on the shelf? Drinks data expert Lulie Halstead joins writer and editor Felicity Carter to explore the economic, technological and social turning points that determine what's in the glass.
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Why do we drink what we do? Is it just the taste — or are there other drivers behind what's on the shelf? Drinks data expert Lulie Halstead joins writer and editor Felicity Carter to explore the economic, technological and social turning points that determine what's in the glass.
In this episode of A Question of Drinks, Felicity and Lulie continue their deep dive into Gen Z drinking habits. Is this generation truly rejecting alcohol — or are they just broke?
Leaving no stone unturned, they dissect commercial reports from Barclays, Rabobank, and IWSR, comparing them with public health research that claims Gen Z is fundamentally different from previous generations. Discover how social media, economic pressures, and delayed adulthood are shaping drinking patterns.
From Tinto de Verano cocktails made with cheap Pinot Noir to boarding school rebellions and prawn cocktail crisps, this episode blends hard data with sharp conversation. The hosts discuss:
Whether social media is replacing alcohol’s social utility
Why underage drinking has plummeted
How economic models predict future alcohol growth
The difference between moderation trends in Gen Z vs boomers
Why brands must stop treating Gen Z as a monolith
Join Felicity and Lulie as they ask: Is the drinks industry doomed or simply changing shape?
In this episode:
04:43 Gen Z alcohol decline described as a long-term cultural shift
05:46 Alcohol losing its use as a tool of rebellion for Gen Z
12:50 Social media driving Gen Z to self-monitor and reduce drinking
15:10 Social media replacing alcohol’s role in making it easier to meet people
16:02 Asahi CEO links alcohol decline to rise of digital entertainment
21:04 Barclays predicts Gen Z alcohol spend will rise with disposable income
22:58 Rabobank says Gen Z drinks less not because they’re worried about health, but because they’re broke
31:00 IWSR data shows Gen Z alcohol consumption rebounding post-pandemic
34:44 Gen Z prefers temporary abstinence over long-term reduction
47:47 But it’s possible the cultural meaning of alcohol is changing despite sales data
Got a question for us? Email us at aquestionofdrinks@gmail.com and it might just become our next episode.
Meet Your Hosts:
Lulie Halstead founded and led international consumer research and strategy consultancy Wine Intelligence, and led it to a su...
A Question of Drinks
Why do we drink what we do? Is it just the taste — or are there other drivers behind what's on the shelf? Drinks data expert Lulie Halstead joins writer and editor Felicity Carter to explore the economic, technological and social turning points that determine what's in the glass.
