Holmes sees Gen Zers’ moderate drinking behaviours and attitudes as a natural progression. “Alcohol consumption rose across the second half of the 20th Century, but the hedonism and binge drinking of the late 90s and early 2000s was an incongruous spike,” he says. “Consumption trends come in long waves that rise and fall – drinking was bound to come down at some point, and it was likely that younger generations would make that change.”