Jen Creevy

Forecasting Director for Food and Drink at WGSN, specializing in consumer trends, product innovation and occasion-led insights for the food and beverage sector.

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Sep 23, 2025 • 31min

How Gen Z is Mixing Up Drinking Habits

Jen Creevy, Forecasting Director at WGSN, and Richard Halstead, COO at IWSR, dive into Gen Z's transformative drinking habits. They discuss the rise of sober curiosity and how it emphasizes moderation and purposeful drinking. Innovations like mini cocktails and mid-strength spirits cater to flexibility, while daytime drinking trends are emerging. The duo highlights how local markets shape the success of low/no products, and they reveal that Gen Z’s financial awareness drives a shift towards quality over quantity in alcohol consumption.

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