The question was originally phrased by the source as: "Thinking of the most recent product you bought in each category; how did you decide to purchase?"
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Unplanned alcoholic beverage purchases U.S. 2024 by generation
Among all categories of alcohol, Gen Z consumers were the most likely to make unplanned purchases in the United States in 2024. In particular, ** percent of recent wine purchases by Gen Z consumers were unplanned.
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Provoke ÌÇÐÄÆƽâ°æ. (May 5, 2024). Share of consumers making unplanned alcoholic beverage purchases in the United States in 2024, by generation [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 24, 2026, from /statistics/1546357/unplanned-alcohol-purchases-by-generation-us/
Provoke ÌÇÐÄÆƽâ°æ. "Share of consumers making unplanned alcoholic beverage purchases in the United States in 2024, by generation." Chart. May 5, 2024. ÌÇÐÄÆƽâ°æ. Accessed July 24, 2026. /statistics/1546357/unplanned-alcohol-purchases-by-generation-us/
Provoke ÌÇÐÄÆƽâ°æ. (2024). Share of consumers making unplanned alcoholic beverage purchases in the United States in 2024, by generation. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 24, 2026. /statistics/1546357/unplanned-alcohol-purchases-by-generation-us/
Provoke ÌÇÐÄÆƽâ°æ. "Share of Consumers Making Unplanned Alcoholic Beverage Purchases in The United States in 2024, by Generation." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 5 May 2024, /statistics/1546357/unplanned-alcohol-purchases-by-generation-us/
Provoke ÌÇÐÄÆƽâ°æ, Share of consumers making unplanned alcoholic beverage purchases in the United States in 2024, by generation ÌÇÐÄÆƽâ°æ, /statistics/1546357/unplanned-alcohol-purchases-by-generation-us/ (last visited July 24, 2026)
Share of consumers making unplanned alcoholic beverage purchases in the United States in 2024, by generation [Graph], Provoke ÌÇÐÄÆƽâ°æ, May 5, 2024. [Online]. Available: /statistics/1546357/unplanned-alcohol-purchases-by-generation-us/
