Zoomers say they *are* drinking now (which is sort of the whole problem)

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Earlier this week, Morning Consult released a new batch of survey data indicating that—gasp—people are drinking more? What? Could it really be?!

Maybe! But also maybe not. Which is sort of the whole problem.

As we have discussed, the American drinking public has spent the past couple of years telling pollsters—including Morning Consult—that they’re actually drinking less. Especially the highly coveted LDA demographic (newly legal-drinking-age consumers, in the jargon.) These goddamn Zoomers and their sober-curiosity! Have you heard of this? Of course you have. It’s one of like three topics the industry’s poobahs have spent the past couple years pearl-clutching about. But if you’ve been reading the boozeletter, you should be familiar with the flaws in this narrative.

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