this post was submitted on 27 Jul 2026
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Today I Learned

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TIL World’s biggest beer, wine and spirits producers have collectively lost $830 billion in market value over just four years. Changing drinking habits and rising health concerns have hit earnings across the sector. Millennials and Gen Z are also not much interested in alcohol.

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[–] Hueristic_Autistic@lemmy.world 5 points 4 hours ago* (last edited 4 hours ago)

Alcohol always finds a reason and you don't want it, it wants you. Oh it's christmas have some wine, a toast at new year's no big deal, oh look new years day keep drinking to avoid the hangover. MLK!!!! and takes two shots, Valentine's Day you're on a dinner date with wine or a mixed drink or drowning alone, easter ham you might want a drink cause it's too salty, Saint Patrick's Day, Cinco Di Mayo and Mari Gras literally known for getting tanked, forth of July people are urged not to leave their houses at night same as new years eve for drunk drivers..... what else..... Halloween gotta party right? Then Turkey Day/Colonizer Day /Guilty White Person day-aka Thanksgiving and people chug the wine and argue or just get drunk and pass out right after dinner.

Then Christmas shows up and the fuckin ' cycle starts all over.

Same with mother fucking chocolate.

[–] wonderingwanderer@sopuli.xyz 10 points 5 hours ago

Well that's what happens when you socially engineer an alcoholism epidemic to boost sales in the near-term, but then people grow up and realize they need to quit drinking or else they'll continue destroying their lives on repeat like it's groundhog day or something

[–] johnny_deadeyes@piefed.social 27 points 14 hours ago (7 children)

I wonder if this industry is responsible for the surge in anti-cannabis content I'm seeing pushed in my social feeds of late.

[–] JackbyDev@programming.dev 1 points 10 minutes ago

Almost certainly. They don't want people to be able to have a fun buzz with out consequences the next day legally.

[–] CADmonkey@lemmy.world 6 points 3 hours ago

A long time ago I saw a website that had a sort of humorous dictionary on it. The entry for DEA always stuck with me:

D.E.A. - Distiller's Enforcent Apparatus. An army of masked thugs licensed to rob, defame, kidnap or kill those suspected of preferring other drugs over alcohol.

[–] gnate@lemmy.world 10 points 5 hours ago

They're also responsible for anti-cannabis legislation.

[–] faintwhenfree@lemmus.org 7 points 8 hours ago (2 children)

Two things can be harmful to health at the same time. Both cannabis and alcohol have negative effects to your health.

[–] datavoid@sh.itjust.works 4 points 6 hours ago

Square!

(Ok fine you're right)

[–] selarian@lemmy.world 2 points 7 hours ago (1 children)

True, but also is true that one is way worse for your health and has had a metric fuck ton of studies. But the way you sound, it sounds like your pushing alcohol.

[–] faintwhenfree@lemmus.org 4 points 6 hours ago* (last edited 6 hours ago) (3 children)

What mental gymnastics did you do to go

from

"Both Alcohol and Cannabis have negative effect on your health."

To

"It sounds like your pushing alcohol" (should be you're btw)

I'm pushing for neither, we should reduce alcohol consumption and weed consumption and even tobacco consumption for that matter. I want society to be healthier in general

I want socio economic conditions be so good, no one should feel the need to use any kind of intoxications to feel happy. I want adaquet mental health support.

[–] selarian@lemmy.world 1 points 3 hours ago (1 children)

Yep. Bro. What drugs are you on because I want some.

[–] faintwhenfree@lemmus.org 1 points 2 hours ago

My drug is pure unaldertrated horniness bro

[–] mrmisses@lemmy.world 2 points 6 hours ago (1 children)

I want socio economic conditions be so good, no one should feel the need to use any kind of intoxications to feel happy. I want adaquet mental health support.

LOL! Not happening in our lifetime. Enjoy the weed

[–] dotned@lemmy.world 1 points 2 hours ago

Agreed.

I never used weed to feel happy. I never even thought it made me feel happy. Giddy, elated, calm - sure. But I keptt going back to it because I thought the time perception distortion effect and the visual/audio effects were fascinating.

I suppose there's a difference between use and abuse, and that drugs affect individuals differently. But damn, if all you get out of weed is "happy," I feel like you're missing out! (Not that happiness isn't important)

[–] lastlybutfirstly@lemmy.world 3 points 7 hours ago (1 children)

Where are you seeing it exactly?

[–] HeyThisIsntTheYMCA@lemmy.world 5 points 6 hours ago (1 children)

Next to the billboard for the dispensary, in the drunk tank, my mother

[–] Eh_I@lemmy.world 3 points 5 hours ago (1 children)

You should bail your mom out of the tank.

[–] quick_snail@feddit.nl 6 points 9 hours ago

Weird. Why don't you block ads like everyone else?

[–] drosophila@lemmy.blahaj.zone 62 points 19 hours ago (2 children)

They didn't "lose money", they made less money than they thought they were going to make, or hypothetically could have made if we were living in some imaginary situation instead of actual reality.

If I go to my fridge and find out that there isn't as much ketchup in there as I thought there was I don't write an article whining about all the ketchup I've "lost".

[–] HeyThisIsntTheYMCA@lemmy.world 4 points 6 hours ago

Dude some of them legit lost. I love near wine country. The ones that adapted did well, the ones that didn't, fuck em. The bigger hit was Krasnov's trade war

[–] TubularTittyFrog@lemmy.world 2 points 6 hours ago* (last edited 6 hours ago)

yeah but think of all the folks betting on 'ketchup futures in some random dude's fridge' they are gambling on?

what about THEM?

[–] BeatTakeshi@lemmy.world 26 points 17 hours ago

Someone needs to bail out Czech republic

[–] hardcoreufo@lemmy.world 16 points 19 hours ago (5 children)

When I hit my late 20s (a decade ago...) I pretty much just upped and stopped drinking. No problem, no real reason just didn't enjoy it anymore. Now I maybe go through a six pack or two a year mostly when doing yard work, or will have a beer socially once a month or every other month. Its just too expensive and I got better shit to do.

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[–] BigMacHole@thelemmy.club 140 points 1 day ago (3 children)

MILLENNIALS destroying ANOTHER thing! WHY don't they just SPEND the Money we DONT give them on these BAD things that will Make them Feel like CRAP while making US Richer?

-Billionaires!

[–] roguetrick@lemmy.world 69 points 1 day ago* (last edited 1 day ago) (18 children)

Oh no, it's definitely the zoomers for this one. Millennials were big on cocktails.

[–] mrgoosmoos@lemmy.ca 1 points 53 seconds ago

a lot of younger millenials that I know are consciously drinking less. a higher number than expected are outright sober (whether due to previous addiction or just because why not)

[–] HeyThisIsntTheYMCA@lemmy.world 1 points 5 hours ago

Don't forget my ever famous mocktails and cocks party where we auctioned off roosters for the local homeless shelter

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[–] spaghettiwestern@sh.itjust.works 15 points 21 hours ago (2 children)

I'm sure the fact the Canadians have stopped buying American products costing producers $500+ million per year hasn't been so good for them either.

[–] HeyThisIsntTheYMCA@lemmy.world 1 points 5 hours ago

Hey, we think alike! That's what I hear from my buddy out at the winery. Although, weed has been here a few decades, they're used to it already. They don't really care about it as much, they've even got an unofficial toking porch at the vineyard (don't tell the POlice) the trade wars are killing them tho.

[–] village604@adultswim.fan 12 points 19 hours ago (6 children)

It's unrelated since this is about global attitude changes towards alcohol. US brands weren't the only ones impacted.

The younger generations just aren't drinking as much as previous ones.

[–] HeyThisIsntTheYMCA@lemmy.world 1 points 5 hours ago (1 children)

For the American market, that is what the big worry is. Foreign boycotts, not weed. We've been dealing with weed for a long time. When considering the global market in aggregate, we can break out submarkets and examine their issues (you know, macroeconomic analysis) without ignoring the general equilibrium issues like you seem to be doing.

[–] village604@adultswim.fan 1 points 3 hours ago (1 children)

The US has $5-7b in alcohol sales per month. Losing $500m a year due to a boycott isn't a meaningful decrease, and certainly isn't relevant to people losing faith in the global alcohol industry's growth rate and selling stocks.

[–] HeyThisIsntTheYMCA@lemmy.world 1 points 29 minutes ago

Due to a boycott from a single nation. How many countries we sell liquor to?

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[–] SCmSTR@lemmy.blahaj.zone 9 points 19 hours ago

Obligatory:

[–] thejml@sh.itjust.works 71 points 1 day ago (6 children)

Most of the people I know are cutting back not because of health or habits, just because everything is so crazy expensive now. I feel like booze has been almost completely priced out of its target demographic.

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