Generation Z is buying markedly less alcohol than previous cohorts, according to a Rabobank study that shows 21- to 28-year-olds generate just 3.6% of U.S. alcohol sales. Analysts say the pullback, which contrasts with the spending patterns of millennials at the same age, reflects tighter budgets and shifting lifestyle priorities. A separate survey by Talker Research for Newsweek underscores the financial strain: the average Gen Zer carries about $94,000 in debt, with 41% reporting they exhaust their funds each month and only 22% describing themselves as financially stable. Industry researchers add that wellness goals and heightened attention to mental health are further curbing demand for beer, wine and spirits among young adults. While younger consumers retreat, older generations are moving in the opposite direction. A Unifesp study cited by O Globo found that 23.7% of Brazilians aged 60 or more drink alcohol, with 6.7% engaging in binge episodes and 3.8% consuming seven to 14 drinks a week, levels that heighten health risks for seniors. The divergent trends are forcing beverage companies to recalibrate. Producers are stepping up marketing of low- and no-alcohol alternatives for younger shoppers while relying more heavily on mature drinkers to sustain volumes, highlighting the generational split reshaping the global alcohol market.