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Generation Z’s attitudes towards alcohol consumption lean towards moderation and health consciousness. This generation is often perceived as spending more time on social media rather than social drinking. Their aversion to alcohol's effects, paired with the perception of wine as "uncool," positions them away from traditional wine consumption.
Implications for Businesses
The decline in wine consumption has direct ramifications for businesses reliant on alcohol sales, particularly full-service restaurants. Many establishments typically earn substantial profits from high-margin wine sales, and as these sales dwindle, so do their profits.