The Consumer Trends Shaping Adult Beverages, published by Ipsos and IWSR, and commissioned by ABInBev, looked into the consumer choices and behaviours influencing alcohol consumption, among legal-drinking-age adults. The whitepaper suggested that consumers are becoming more intentional about when, where and how they drink, but alcohol continues to play an important role in social and cultural occasions. Total alcohol consumption volume remains more than 30% above 2000 levels, even as global per-capita consumption has declined in recent years. It found that today 76% of legal-drinking-age adults drink alcohol, with Gen Z engagement increasing. Marten Lodewijks, IWSR Managing Director & President, said: “Despite recent challenges, the findings reinforce the resilience of the global beverage alcohol category.