Gen X & Boomers: Inside the Modern Spirits Consumer— Part 2

Send us Fan Mail The industry has spent a decade optimizing for two generations that drink less than the ones before them, and in the process has mostly stopped talking to the two that hold the money. Gen X and Boomers control the majority of American household wealth, drink more often than any younger cohort, and moderate the least. Few people make that case more directly than Antonia Fattizzi…