CHANGE: A Nation Of Shrinking Drinkers: Who Wins And Who Loses As Booze Sectors Contract. “Generation Z is growing up with an aversion to alcohol, in part because its members don’t want to look wasted when they take selfies with their fancy smartphones. Millennials? They’re starting families, furthering careers and acting more responsibly, which makes their trademark binge drinking less desirable. Then there’s Generation X, the supposedly nihilistic blank generation. They’ll take on the drinking habits of their parents, the Baby Boomers, as they age. And those Boomers? They’re declining in numbers because, well, they’re old.”

Some of them put away a lot of chardonnay.