After popularizing ‘sober curious’ culture, Gen Z is boosting its booze intake in line with other generations

fortune.com/2025/07/05/gen-z-ncreasing-drinking-habits-earning-power

Gen Z is drinking more alcohol than in years past, proving they are not to blame for a trend of declining alcohol sales. The generation that popularized the “sober curious” movement is now more likely than any other generation to say they are “actively choosing to drink more,” according…

This story appeared on fortune.com, 2025-07-05 13:29:00.
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