WSJ - Markets

Liquor Makers Need to Sober Up to the Decline in Teenage Drinking

Move over millennials: Today’s smartphone-obsessed teens, Generation Z, are the consumers of the future. Worryingly for liquor producers, they’re shaping up to be an antisocial lot.

The U.S. has been a highly attractive market for most liquor companies. Overall alcohol consumption in the country grew 15% over the decade through 2015, even as it shrank in Germany, France and the U.K. Population growth was the primary driver, but generational effects also helped as American millennials, who are now in their 20s and 30s, binged…

WSJ.com: Markets

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