No, Gen Z Isn't Drinking Less for 'Wellness' — They Simply Can't Afford To
Written by Emily J. Thompson, Senior Investment Analyst
Updated: Aug 03 2025
0mins
Source: Benzinga
Gen Z's Alcohol Spending: Gen Z, aged 21 to 28, currently accounts for only 3.6% of U.S. alcohol sales due to economic challenges like high rents and stagnant wages, leading them to prioritize saving over spending on alcohol.
Future Potential: Despite their current low spending, industry leaders remain optimistic that as Gen Z matures and their financial situations improve, their alcohol consumption will increase, benefiting the market in the long run.
Analyst Views on BF.A
Wall Street analysts forecast BF.A stock price to rise over the next 12 months. According to Wall Street analysts, the average 1-year price target for BF.A is USD with a low forecast of USD and a high forecast of USD. However, analyst price targets are subjective and often lag stock prices, so investors should focus on the objective reasons behind analyst rating changes, which better reflect the company's fundamentals.
0 Analyst Rating
0 Buy
0 Hold
0 Sell
Current: 28.230
Low
Averages
High
Current: 28.230
Low
Averages
High
About BF.A
Brown-Forman Corporation manufactures, distills, bottles, imports, exports, markets, and sells a variety of beverage alcohol products under brands. It has built a portfolio of more than 40 spirit, ready-to-drink (RTD) cocktails, and wine brands. Its brands include Jack Daniel’s Family of Brands, Woodford Reserve, Herradura, el Jimador, Korbel, New Mix, Old Forester, The Glendronach, Glenglassaugh, Benriach, Diplomatico Rum, Chambord, Gin Mare, Fords Gin, Slane, and Coopers’ Craft. Its Jack Daniel’s Family of Brands include Jack Daniel’s Tennessee Whiskey, Jack Daniel’s RTD, Jack Daniel’s Tennessee Honey, Gentleman Jack Rare Tennessee Whiskey, Jack Daniel’s Tennessee Apple, Jack Daniel’s Tennessee Fire, Jack Daniel’s Single Barrel Collection, Jack Daniel’s Bonded Tennessee Whiskey, Jack Daniel’s Bonded Tennessee Rye, Jack Daniel’s Triple Mash Blended Straight Whiskey, Jack Daniel’s American Single Malt, and Jack Daniel’s 12 Year Old. It sells its products in over 170 countries.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
