Justin Solomon, Marketing Director, Alcoholic Beverages, ADM | Perfumer & Flavorist

Notably, 41% of Gen Z and 40% of millennial non-drinkers say they feel comfortable in social situations without alcohol while others are drinking; this sentiment is also shared by 48% of Gen X and 66% of baby boomer abstainers.

Beyond the Buzz: How Sensory Advancement Is Redefining the Low/No Alcohol Revolution

The future belongs to brands that can demonstrate value to consumers that complex flavor is the experience, not an afterthought.