Research reveals that Baby Boomers, not Gen Z, are the ones driving the decline in alcohol consumption. The idea was that the sober-curious Gen Z was trading cocktails for mocktails, leading to a cultural shift away from drinking. Everyone’s focused on the new on-ramp (Gen Z), but it’s the cars already on the road (Boomers) exiting that really clears up congestion. Brands that geared their marketing toward recapturing Gen Z might have been missing the point entirely. — u/PacificNorthwestHiker, Reddit“The sober Gen Z thing was always more of a vibe than a statistic.