Young people aren't drinking less because they're health nuts—they're just broke. New data shows Gen Z spends 30% less of their income on alcohol than millennials did at the same age. Is this the end of premiumization or just the beginning?
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Young people aren't drinking less because they're health nuts—they're just broke. New data shows Gen Z spends 30% less of their income on alcohol than millennials did at the same age. Is this the end of premiumization or just the beginning?
The Business of Branding featuring Mike Cessario - Founder of Liquid Death
Drinks With Caroline
51 minutes
7 months ago
The Business of Branding featuring Mike Cessario - Founder of Liquid Death
Marketing maestro, Mike Cessario describes Liquid Death as an entertainment company. He calls Amazon the great equalizer, and articulates his goal to build a multi-category, healthy beverage platform. His advice to entrepreneurs is “to de-risk the offer” and “pursue something you know better than anyone else.”
Drinks With Caroline
Young people aren't drinking less because they're health nuts—they're just broke. New data shows Gen Z spends 30% less of their income on alcohol than millennials did at the same age. Is this the end of premiumization or just the beginning?
