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The key cocktails and long drinks (typically a soda mixed with liquor) subcategory, according to the IWSR Drinks Market Analysis, along with products that sit within the premium and above price bracket. They realize that if the drink has a liquor in it, it will automatically have higher proof, so they prefer to drink a spirit.”
Much of this stems from the so-called French Paradox, an influential 60 Minutes episode that aired in 1991 and promoted a link between a daily glass of red wine and heart health. 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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