According to NIQ, 82% of people who buy non-alcoholic drinks also purchase drinks that contain alcohol. In other words, the world isn’t going cold turkey. But, as the average consumer seeks out healthier options, their purchase habits for alcoholic (and non-alcoholic) beverages are inevitably evolving.

In this survey of 2,000 Highlight product testers, we asked consumers about:

• Their regular drinking habits
• Their Dry January decisions and New Year's resolutions
• Their openness to trying alcohol alternatives

And so much more! See if Gen Z is really abandoning alcohol the way headlines claim...

Download the report for full access.