The alcohol industry has lost $830 billion in 4 years because Gen Z is not drinking.

The alcohol industry has survived Prohibition, two World Wars, the Great Depression, and countless economic recessions.
It has outlasted empires, adapted to every cultural shift, and, for roughly 7,000 years, remained one of humanity’s most reliably profitable industries.
But it may have finally met its match, and it comes in the form of a generation armed with wellness apps, rising health consciousness, and a deeply felt indifference to alcohol.