The VinePair Podcast: Studies Show Gen Z Drinks, and Value Is Paramount

Today on the “VinePair Podcast,” Adam and Zach discuss two recent studies. The first shows that — surprise! — Gen Z is drinking at historically normal rates, despite all the misplaced doom and gloom around the generation. Why were so many invested in the myth that Gen Z doesn’t drink, and how should producers and marketers be rethinking their strategy? Adam and Zach also cover another study that explores what consumers really value in beverage alcohol and talk about how being consistent in terms of messaging and price can be more effective than chasing trends.

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