Richard Halstead

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.