WISCONSIN — Are Americans sobering up? New research shows a growing cultural shift in the social landscape when it comes to how people think about drinking.
Julian Braithwaite, CEO of the International Alliance for Responsible Drinking, shared the “buzz†on alcohol trends in this week's “Wisdom and Wellness†segment.
Whether it's popping bubbly, stirring up a cocktail creation or taking a swig of beer, IARD survey findings show 87% of Americans 21 and older plan to drink this summer. The difference: Moderation and intentionality have become mainstream.
For the first time, moderation has edged out taste as the top consideration when drinking, 35% to 33%, according to IARD.
Braithwaite says Gen Z, those born from 1997 to 2012, is now being labeled the “Dry Generation,†in part because “they're looking for drinking to fit their lifestyle rather than the other way around, and they're pioneering different ways of drinking.â€
One of those new booze trends gaining popularity is called zebra striping.
“The idea is that as people go out for a drink with their friends, maybe an alcoholic drink, maybe a beer, they'll alternate it with something else,†Braithwaite said. “They might have a zero-alcoholic beverage.â€
Nonna maxxing is the other viral lifestyle trend some believe may be a secret to longevity.
“It's the idea that when you drink with friends or family over a meal, you drink the alcohol with food, and you combine the two,†Braithwaite shared.
This fad involves embracing the slower, intentional and health-focused habits of an Italian grandmother, referred to as a “Nonna.â€
Watch the full interview above.Â
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