17/08/2025
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Research shows millennials are now the heaviest-drinking generation in history, consuming more alcohol per capita than Gen X, Boomers, or any generation before them. Their annual alcohol spending has hit $23.4 billion—well above Gen Z’s totals.
Analysts point to a mix of cultural and economic factors: the boom in craft beer and artisanal cocktails, the social media pull of picture-perfect nights out, and the use of drinking as both a shared ritual and a personal escape. Added to that are economic pressures and delayed life milestones, which experts say have shaped how and why millennials drink.
