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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[–] BigMacHole@thelemmy.club 146 points 1 day ago (4 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 70 points 1 day ago* (last edited 1 day ago) (5 children)

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

[–] IrateAnteater@sh.itjust.works 56 points 1 day ago (4 children)

Millenials were also big on the whole craft beer thing (at least in North America, not sure how that trend played out in the rest of the world).

[–] lime@feddit.nu 25 points 1 day ago (2 children)
[–] IrateAnteater@sh.itjust.works 17 points 1 day ago (9 children)

In the case of the craft beer market, it's not nearly as overhyped as it once was.

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Millennials taking credit for doing nothing, story at 11

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[–] hardcoreufo@lemmy.world 16 points 1 day ago (3 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.

[–] TubularTittyFrog@lemmy.world 7 points 1 day ago* (last edited 1 day ago)

i used to like to drink because it was fun and tasted good.

now most places serve the same shitty drinks that are not worth the crazy prices they charge. very few places offer worthwhile alcohol service anymore. every place has like the same 8 drinks they push. it's boring to drink the same boring flavored drinks over and over. $20 for a shot of cheap vodka and a ginger beer and a squirt of lime juice is utter insanity. esp when i can go to another bar and pay that same price and get an actual good cocktail with a unique and interesting flavor.

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[–] thejml@sh.itjust.works 74 points 1 day ago (3 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.

[–] Leviathan@fedinsfw.app 14 points 1 day ago (2 children)

I remember my dad saying when he started going to bars with his friends they would have beers because they were half the price of cocktails that were 3 bucks. Now a beer is ten bucks with a tip. Who the fuck wants to pay that?

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[–] dogslayeggs@lemmy.world 20 points 1 day ago (1 children)

Yeah, while I'm happy that this is making my favorite stuff cheaper, it's still very expensive. Blanton's was selling for $120/bottle just last year if you could even find it in my area, but I can find it in a regular grocery store for $80 now. EH Taylor went from $100/bottle and hard to find to $60 and all over the place. That's WAY more affordable but also still really damn expensive compared to Buffalo Trace (all three of these brands are from the same parent company and from roughly the same recipe and source ingredients).

Scotch is slightly cheaper now, too. Dalmore 15 was selling for $120 last year and is around $100 now. Two years ago, Dalmore King Alexander was $340 but can be found in the grocery store for $280 now.

What I haven't seen yet is a drop in price of Burgundy. I can't afford to pay $300/bottle for a Nuits-Saint-George Gran Cru.

Even looking away from luxury booze brands, the cost of cocktails is also very high. I have to pay $21 for a cocktail at a moderately priced restaurant in my area.

[–] voluble@lemmy.ca 13 points 1 day ago (2 children)

Cocktails are a scam. Most places (and even some of the best places) are using cheap base ingredients, and the end results are gimmicky, boring, and lacking in complexity. At best, the median quality cocktail is nice to look at and features an acceptable balance of sweetness and acidity. A fucking glass of cold juice wins on a head-to-head of those metrics almost every time haha.

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[–] spaghettiwestern@sh.itjust.works 15 points 1 day 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.

[–] village604@adultswim.fan 13 points 1 day ago (8 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.

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[–] SCmSTR@lemmy.blahaj.zone 10 points 1 day ago

Obligatory:

[–] Manjushri@piefed.social 16 points 1 day ago (2 children)

Dear gods! I started working on losing weight last year and all but quit drinking. Are you telling me I tanked the industry?!

Honestly. Ozempic and friends may be a big part of this.

[–] SkaveRat@discuss.tchncs.de 5 points 1 day ago

Guys, I found the culprit!

[–] LodeMike@lemmy.today 13 points 1 day ago

Millennials are killing the carcinogen industry!

[–] IWW4@lemmy.zip 45 points 1 day ago (5 children)

The legalization of Marujuana, edibles and young people collectively don’t go to bars anymore, I wonder if the amount of drunk driving has declined.

[–] Lost_My_Mind@lemmy.world 14 points 1 day ago (1 children)

I want to say no.....but I don't have any way to know that I'm right. I'd assume the number of young drunk drivers has gone down. And I assume drunk driving will go down drastically once the boomers start their giant death toll numbers. But that'll be over the next 20 years. My mom is 80. My grandma lived to be 103. The youngest boomers are 60.

But again, I have zero clue how right I am.

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[–] TIEPilot@lemmy.world 4 points 1 day ago

Hence why MADD has been moving the goal posts to keep the numbers up to keep getting the donations. You can't have a not for profit win, the struggle must be artificially continue for the fat salaries...

https://drunkard.com/08_02_fighting_madd/

Dont drink and drive, but the number a total bullshit these days.

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[–] MehBlah@lemmy.world 13 points 1 day ago* (last edited 1 day ago) (2 children)

Keep increasing the price to ensure it gets worse. Please legal drug dealers. Price yourself out of work.

[–] Flower@sh.itjust.works 3 points 23 hours ago

The line must go up, they say, and these guys can't come up with all kinds of schemes for subscriptions or selling your data to extract more cash, government is often limiting their marketing, so they're restricted to lowering quality and increasing prices until you run out of customers.

[–] WorldsDumbestMan@lemmy.today 1 points 20 hours ago

They are going to eventually just hire armed guard to force us to drink.

[–] LillyPip@lemmy.ca 33 points 1 day ago* (last edited 1 day ago) (3 children)

Canada’s boycott of big US manufacturers has helped as well.

[–] corsicanguppy@lemmy.ca 16 points 1 day ago (5 children)

Nah. We stopped buying American, and instead we buy Canada and Scotland and New Zealand alcohol products. It's not a reduction, just a delicious shift.

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[–] Jessvj93@lemmy.world 7 points 1 day ago (1 children)

Most Millenials I partied with switched over to THC, mostly Carts. Its less crazy and no hangover.

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[–] K1nsey6@lemmy.world 14 points 1 day ago (1 children)

Are you just copying random posts from TiL on Reddit?

[–] EggInDisguise@lemmy.blahaj.zone 10 points 1 day ago (2 children)

Sanitation, whether an ACTUAL bot or not, is basically a reddit repost bot, yes.

[–] sanitation@lemmy.today 9 points 1 day ago* (last edited 1 day ago) (9 children)

I'm not a bot, I just love posting on lemmy. and Exuz meh, what do you mean "basically".

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[–] tensorpudding@lemmy.world 13 points 1 day ago (1 children)

I went sober for various reasons years ago. I wish I could say it saved me money though, now I spend my vice money on fancy food instead.

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[–] buddascrayon@lemmy.world 7 points 1 day ago

Oh no the poor drug peddlers. Whatever shall they do? This is an absolute travesty...

This is so terrible that people are no longer damaging themselves with the one drug that every country makes legal.

[–] lonefighter@sh.itjust.works 11 points 1 day ago (4 children)

I've noticed that it feels like a very large proportion of Gen Z and young millennials vape like their lives depend on it. They can't go anywhere without a vape in hand and they're sucking on it every minute or so. I'm curious if the demographic that would be heavy drinkers is now just heavy vapers instead.

[–] Lost_My_Mind@lemmy.world 16 points 1 day ago (1 children)

I was on a public transportation city bus, and this guy just took out a vape, and started smoking. I'm like "There's no smoking on the bus", and he just starts laughing and acting like I'm an asshole. Saying vape smoke isn't unhealthy.

I'm not a smoker, but my mom was. Guess who got cancer from second hand smoke, because in the 80s, everyone said "second hand smoke idn't unhealthy".

Yeah, but I'M the asshole for not wanting to breathe vape smoke in a place where it's illegal to vape.

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[–] ArmoredThirteen@lemmy.zip 6 points 1 day ago

My ex spouse took up vaping a couple years back and it basically went from "a few hits on some weekends" to "blowing through massive rips near constantly" in under 6 months. Wild to see. Now them and others they treat it like a permanent fixture if they don't know where their vape is all else halts until they can find it. I've been addicted to various things in my life including alcohol but cigarettes and vapes have always scared me

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[–] turtlesareneat@piefed.ca 7 points 1 day ago

I'm gay so like half my friends are addicts and most of them are in recovery and open about the struggles. Oh and me too. Vs smoking weed and California sober, psychedelics, etc - that's where it's all at right now.

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