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This shift is reflected in the market with beer sales stagnating, wine offering alcohol-free alternatives, and spirits brands introducing non-alcohol versions of cocktails. However, the 7% growth is a drop on the 11% CAGR prediction estimated for 2022 to 2026.”
I dont see beer having the same reaction or spirits having the same reaction but wine is aghast at this, says Barbara Fitzgerald, an international wine marketing strategist with Apri La Creative Consulting. Gen Z could not be more different; factoring in immigration patterns, this generation is projected to become majority non-White in 2026.
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