Seventy-seven percent of Americans aged 21 to 44 plan to drink the same amount or more alcohol this holiday season. The study of 2,000 respondents found nearly 80% of Gen Z and millennial drinkers consume alcohol weekly, with 64% drinking more during holidays. Wine tops preferences for Gen Z at 56%, while millennials favor beer at 61%. However, balance is emerging as 64% plan “zebra striping”—alternating between alcoholic and non-alcoholic drinks. Two-thirds want both options at gatherings, and 35% would skip parties without non-alcoholic choices. Top reasons for moderating include feeling fresh for work (36%) and health goals (34%). (Story URL)
