Gen Z Is Not the End of Booze — It’s a Reboot.
Media buzz these days loves a good funeral. Apparently, Gen Z doesn’t drink, tariffs are not helping, and wine is dead (again). Is the drinks industry doomed? Are we, frankly, screwed? Well—no. But only if we really start reading the numbers. Because top-line narratives rarely tell the whole story. And if you only react to […]