If Kombucha’s the New Tequila, What’s Next for Alcohol Brands?
Optimization gives way to excessGen Z has been widely characterized as one of the most sober-curious generations, more likely to prioritize gym sessions over late nights out, or macro-tracking over bar tabs. However, that long-standing narrative of restraint may be starting to shift.“The concept I’ve been playing with is what I call ‘nihilistic indulgence’,” says Euromonitor’s...















