Savvy Sailors and Sober Sea Dogs? Gen Z's Quest for the Fountain of Youth (and Non-Alcoholic Grog!)

But Why is the Rum Gone? A Generational Shift Savvy?

Blimey who'd have thought the young'uns would be swashbuckling their way to… the gym? Seems these Gen Z and Millennial landlubbers are spending more doubloons than ever on 'wellness.' A McKinsey report claims they're throwing over 500 billion pieces of eight at it in the US growing faster than a well fed kraken. And nearly 30% of them be prioritizing wellness 'a lot more' than before. Aye even ol' Jack Sparrow raises a curious eyebrow at that.

Fitness First Grog Later? Or Maybe Never Savvy?

Bank of America's credit card charts confirm these young scallywags are pumpin' iron with a vengeance! Spending in fitness clubs be booming with these generations leading the charge. One Alexander Perry even claims they be prioritizing fitness over grog and are focused on eating like birds drinking like fishes (non alcoholic fishes that is) and aging like… well they're trying to avoid aging altogether savvy? One might ask if they've found the fountain of youth.

A Nation of Non Alcoholic Buccaneers Savvy?

Avast ye! It gets even stranger. They be swillin' non alcoholic beer and seltzer like it's liquid gold. Seems per capita grog consumption has taken a tumble down 10% from its peak. Could it be the end of the rum soaked pirate as we know it? The International Wine and Spirits Record (IWSR) even predicts that non alcoholic beer will become the second largest beer category. It's enough to make a pirate cry into his… sparkling water.

Arrr The Tide Turns! A Glimmer of Grog for Gen Z Savvy?

Hold yer horses me hearties! Just when we thought the rum was truly gone a twist in the tale! New data from IWSR suggests these young ones are sneaking a swig after all! Seems participation rates have risen to 70%. Perhaps the siren song of a good ol' grog is too tempting even for the most health conscious swab. Maybe there is some pirate in them after all.

Red Light Therapy and Pickleball? What is this Sorcery Savvy?

Anti aging products be the new treasure it seems. Google searches for 'cold plunge' and 'red light therapy' are up faster than a monkey up a coconut tree. And who benefits from this new found obsession? Fitness clubs like Life Time apparently masters of identifying trends are adding pickleball courts. Meanwhile Planet Fitness is hoovering up Gen Zs faster than a ship going after treasure. SharkNinja is also getting into the act with its CryoGlow light therapy mask! It’s all a bit much savvy?

Coca Cola for the Win? A Sobering Thought Savvy?

Morgan Stanley predicts this generation won't match previous ones when it comes to drinking thanks to wellness trends and diabetes medication! Coca Cola is favored to win in this new era. But Bernstein analyst Nadine Sarwat thinks it's just a phase and economic pressure may be the biggest influence. Whatever the reason it’s a strange time to be a pirate especially one who prefers a good rum and a sea shanty over a cold plunge and a kombucha. But hey as I always say: "Why is the rum always gone?"