Gen Z is drinking 20% less than Millennials. Productivity is rising. Coincidence? Not quite

For all the noise surrounding alcohol today, one fact rarely enters the conversation: societies with moderate, responsible drinking habits consistently outperform economically. Across OECD economies, decades of analysis confirm this link, showing that responsible consumption supports higher productivity and more resilient growth.

This isn’t just a lifestyle trend — it’s a shift in the fundamentals of growth. Gen Z is drinking differently, Dry January participation continues to rise,...