Millennials and Generation Z are consuming far less alcohol than previous generations. University College London has found that the percentage of 16- to 24-year olds who do not drink at all (lifetime abstainers) increased from 18% in 2005 to 29% in 2015. In the US, this decrease in alcohol consumption is not only a generational fad, given that about half of American adults are actively trying to drink less. With the overall trend towards lower alcohol consumption, where does this leave alcohol brands and what impact will it have on alcohol advertising?

The move to mindfulness..

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