Gen Z Alcohol Consumption Down 34 Percent as Youth Turn to Wellness Communities

What was said

"The alcohol consumption is down 34% in that generation, lost a third of the alcohol consumption. I mean, the last thing you want to be is like a vodka brand, you know."

Brecka cited a 34% drop in alcohol consumption among Gen Z, attributing the shift to rising wellness culture and preference for community activities like run clubs over drinking. Geisler corroborated this, noting that Coachella reportedly sold less alcohol in its entire run than Stagecoach did opening night, suggesting fundamental generational behavior change.