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 163 points 1 week 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 73 points 1 week ago* (last edited 1 week ago) (5 children)

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

[–] IrateAnteater@sh.itjust.works 59 points 1 week 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 28 points 1 week ago (2 children)
[–] IrateAnteater@sh.itjust.works 19 points 1 week 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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[–] FistingEnthusiast@lemmy.world 7 points 1 week ago

Craft beer is huge in Australia

I lived in a part of Sydney famous for having dozens of breweries in a relatively small area

I could walk easily around some amazing places, and I could take my dogs to almost all of them

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[–] Malyca@lemmy.zip 7 points 1 week ago

I'm an elder millennial and I hardly ever drink, I know a lot of people like me. It's almost like generalizing is a bad idea.

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Millennials taking credit for doing nothing, story at 11

[–] Lost_My_Mind@lemmy.world 7 points 1 week ago

For me, it was the colon cancer....

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[–] thejml@sh.itjust.works 86 points 1 week 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.

[–] dogslayeggs@lemmy.world 21 points 1 week 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 week ago (3 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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[–] Leviathan@fedinsfw.app 16 points 1 week 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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[–] drosophila@lemmy.blahaj.zone 81 points 1 week 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".

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[–] IWW4@lemmy.zip 48 points 1 week 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 week ago (2 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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[–] johnny_deadeyes@piefed.social 46 points 1 week ago (11 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.

[–] CADmonkey@lemmy.world 19 points 1 week 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 16 points 1 week ago

They're also responsible for anti-cannabis legislation.

[–] faintwhenfree@lemmus.org 13 points 1 week ago (10 children)

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

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[–] JackbyDev@programming.dev 8 points 1 week ago

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

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[–] LillyPip@lemmy.ca 34 points 1 week ago* (last edited 1 week ago) (2 children)

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

[–] corsicanguppy@lemmy.ca 16 points 1 week 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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[–] dogslayeggs@lemmy.world 9 points 1 week ago (1 children)

Scotland is seeing a huge drop in scotch sales, and France is seeing a huge drop in wine sales. Even though the US producers are seeing a bigger drop due to Canada's boycott, the rest of the world is also seeing a drop even accounting for the Canadian shift to their products.

[–] Malyca@lemmy.zip 8 points 1 week ago

I really think it's the wealth inequality. People can't afford it.

[–] BeatTakeshi@lemmy.world 29 points 1 week ago (2 children)

Someone needs to bail out Czech republic

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[–] wonderingwanderer@sopuli.xyz 25 points 1 week 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

[–] spaghettiwestern@sh.itjust.works 18 points 1 week 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 week 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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[–] hardcoreufo@lemmy.world 18 points 1 week ago (6 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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[–] Manjushri@piefed.social 16 points 1 week 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.

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[–] K1nsey6@lemmy.world 15 points 1 week ago (1 children)

Are you just copying random posts from TiL on Reddit?

[–] EggInDisguise@lemmy.blahaj.zone 11 points 1 week ago (2 children)

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

[–] sanitation@lemmy.today 8 points 1 week ago* (last edited 1 week 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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[–] jaykrown@lemmy.world 14 points 1 week ago

Good, alcohol is a terrible drug.

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

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

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

Millennials are killing the carcinogen industry!

[–] tensorpudding@lemmy.world 13 points 1 week 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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[–] lonefighter@sh.itjust.works 11 points 1 week 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 17 points 1 week 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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[–] SCmSTR@lemmy.blahaj.zone 11 points 1 week ago

Obligatory:

[–] SocialMediaRefugee@lemmy.world 11 points 1 week ago (2 children)

I'd rather see the gambling industry take a massive hit.

I bet it won't.

[–] auzy1@lemmy.world 10 points 1 week ago (1 children)
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[–] melsaskca@lemmy.ca 9 points 1 week ago (1 children)

Are habits changing? My guess is that, over time, people are being squeezed for more and more of their cash as things get too expensive. Habits aren't changing, industries are pricing themselves out of customers. This is bigger than just alcohol sales.

[–] Taleya@aussie.zone 8 points 1 week ago* (last edited 1 week ago) (1 children)

Gen z aren't big drinkers. Hell, even Millenials drink less than Z or boomers. We got therapy now instead of social alcoholism

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[–] aceshigh@lemmy.world 8 points 1 week ago (1 children)

What’s the cannabis revenue?

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[–] buddascrayon@lemmy.world 8 points 1 week 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.

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