Whether commuting on the train, running in the park or sitting at your desk, Mintel’s podcast series ‘Little Conversation’ brings you fresh ideas, bold innovation and data-driven intelligence.

They hate hangovers; they’d rather hit the gym than go to the pub; they choose quality over quantity. Sometimes they drink alcohol; sometimes they don’t. Ladies and gentlemen, meet ‘the sober generation’. In 2019, being healthy is cool and underage drinking has hit its lowest point ever in the US. In this episode, Mintel experts discuss what’s behind Gen Z’s sober attitudes toward alcohol and identify unexplored ways for beverage brands and bars to convince young people to leave Netflix at home and go out for a drink.