this post was submitted on 27 Jul 2026
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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 91 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 44 points 1 day ago* (last edited 1 day ago) (3 children)

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

[–] IrateAnteater@sh.itjust.works 38 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 16 points 1 day ago (2 children)
[–] IrateAnteater@sh.itjust.works 10 points 1 day ago (2 children)

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

[–] captain_aggravated@sh.itjust.works 2 points 21 hours ago* (last edited 21 hours ago) (3 children)

Well, there was awhile when you could walk into a brewpub and order a variety of things. Stouts, ESBs, barleywines, porters...then Trump got elected the first time, and all beer became IPAs. They must be cheaper to make or something, but people who like beer that tastes like anything other than dogwood leaves were just fired as customers.

[–] baggachipz@sh.itjust.works 1 points 4 hours ago

IPAs are way easier to make and harder to fuck up. Other beers are much more mild on the palate so you can taste imperfections. If an IPA tastes like shit, just add more hops until you can’t tell.

[–] village604@adultswim.fan 2 points 17 hours ago

IPAs were definitely a trend by 2016.

[–] SGforce@lemmy.ca 2 points 17 hours ago (1 children)

You can make an IPA in half the time. Also, Lager is especially difficult.

[–] uienia@lemmy.world 1 points 12 hours ago

Yeah, but hops is by far the most expensive ingredient of the beer. Especially the hops used in US IPAs. Easier to make, but definitely not cheaper.

[–] lime@feddit.nu 5 points 1 day ago (1 children)

not here, there's at least one craft brewery in every town.

also you made it sound like the past tense applied to the millenials themselves :P

[–] searabbit@piefed.social 4 points 22 hours ago

It's because anyone over 30 automatically becomes a boomer. Gen X has been all boomers for a long time and no one noticed. Millennials are critically endangered, but if you donate to my "save the Millennials" fund, we may be able to bring them back from boomerism before it's too late.

[–] anomnom@sh.itjust.works 1 points 18 hours ago

Millennial here, IPAs are too expensive to have more than once a week or two. And getting them out at shows is fucking insane ($12-16).

[–] melfie@lemmy.zip 4 points 22 hours ago

The article mentions the largest producers, so I wonder how much of this is people buying from local breweries instead of drinking Budweiser.

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

[–] JasonDJ@lemmy.zip 2 points 23 hours ago

Americans are also big, and like 1/8 adults are on GLP-1s.

GLP-1s make the seltzer cans a hell of a lot more appetizing than a heavy/hoppy beer.

[–] jol@discuss.tchncs.de 2 points 1 day ago

Yup. But millenials are getting to an age where hangovers are just not worth it, and you get gens are not continuing the slack. All my younger friends use all sorts of substances, but rarely alcohol...

[–] Malyca@lemmy.zip 2 points 1 day 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.

[–] Thebeardedsinglemalt@lemmy.world 8 points 22 hours ago

Millennials taking credit for doing nothing, story at 11

[–] Lost_My_Mind@lemmy.world 3 points 1 day ago

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