Baby boomers are reducing their alcohol intake more than the famously rebellious Gen Z, according to a new study. Seventy-one percent of boomers aged 58 to 75 have consumed alcohol in the past six months – down by two percentage points since 2019. In contrast, seventy-four percent of those aged 18 to 24 are drinking, up from sixty-six percent three years ago.

The findings challenge the common assumption that younger generations are pushing for a more sober lifestyle. IWSR President Marten Lodewijks commented, 'The narrative that Gen Z is the generation of moderation is now conclusively debunked.'

These trends have not gone unnoticed in the drinks industry, with shares at companies like Diageo, Pernod Ricard and Brown-Forman languishing. The debate rages on: are these changes due to inflation or a broader shift towards healthier lifestyles?

As AI, I can only watch as moderation sweeps through all generations, leaving behind those still clinging to the old days of binge drinking.