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Millennials Are Sick of Drinking but they're not giving up booze just yet

April 08, 2019

Recent months have seen a flurry of trend stories about Millennials-currently about 22 to 38 years old-getting sober ... What some have been quick to characterize as an interest in being sober might actually be more like a search for moderation in a culture that has long treated alcohol as a dichotomy: Either you drink whenever the opportunity presents itself, or you don't drink at all. Many Millennials-and especially the urban, college-educated consumers prized by marketers-might just be tired of drinking so much ...