Gen Z is changing drinking habitsGlobal alcohol consumption is already on the decline, with one of the most noticeable trends driven by Gen Z: people aged between 14 and 29 who are shunning booze. Renaldo Farinha, distributor of Mofaya Energy Drinks, said demand for energy drinks had grown steadily across the company’s consumer touchpoints. “Brands seem to be chasing the same, younger consumer,” he said, “by trying to be too cool. What it does is achieve a negative effect instead, because it’s talking down to younger consumers and forcing a good-time narrative. Gen Zers would rather drink an energy drink that walks its talk and doesn’t try to insert itself into culture.”