Despite much consternation about how Americans in general and Gen Z in particular are drinking less, once again new survey data shows not just that drinking rates are well within historic norms, but that the youngest cohort of drinkers are in fact engaging with alcohol at normal levels. Adam, Joanna, and Zach discuss these results, as well as some other information, and try to explain why sales numbers still remain sluggish in many categories despite this. Please remember to subscribe to, rate, and review The VinePair Podcast on Apple Podcasts, Spotify, or wherever you get your episodes, and send any questions, comments, critiques, or suggestions to podcast@vinepair.com. Thanks for listening, and cheers!

Join us for a live podcast recording at the Unified Wine & Grape Symposium in Sacramento, California on Wednesday, January 28, 2026

Joanna is reading: The 26 Best New Breweries of 2025, According to Beer Pros

Zach is reading: Rogue Is a Case Study in Craft Brewery Collapse

Adam is reading: The 7 Best Red Wines to Gift This Holiday (2025)

Instagram: @adamteeter, @jcsciarrino, @zgeballe, @vinepair

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