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Why 'Sober Gen Z' Is Secretly Alcohol Industry's Best Customer

NDTV · DistrictNews · 2026-08-29

Why 'Sober Gen Z' Is Secretly Alcohol Industry's Best Customer

While Gen Z are "cutting back", liquor makers are posting some of their best numbers in years. Why 'Sober Gen Z' Is Secretly Alcohol Industry's Best Customer.

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