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 3 points 1 hour ago* (last edited 1 hour 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 too.

Same with mother fucking chocolate.

[–] wonderingwanderer@sopuli.xyz 7 points 3 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 20 points 11 hours ago (6 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 3 points 1 hour 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 4 points 3 hours ago

They're also responsible for anti-cannabis legislation.

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

Where are you seeing it exactly?

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

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

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

You should bail your mom out of the tank.

[–] faintwhenfree@lemmus.org 3 points 6 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 3 points 4 hours ago

Square!

(Ok fine you're right)

[–] selarian@lemmy.world 3 points 4 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 -1 points 3 hours ago* (last edited 3 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 30 minutes ago

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

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.

I want my weed. I've been through a lot of medications and I've gotten the most I'll ever get out of therapy. I got my card over a decade ago and even though there's a few things that suck about it, they're things that are so manageable and that I'm willing to take it how it is.

I truly wish we could have that and I really hope one day we do have it but for now, let the people smoke their pot.

We all gotta manage our lives somehow and we each got our own ways of doing it and I don't judge. Ya'know? Like we all have our own stories, we all have seen different shit and experienced different angles of life.

Sometimes the best thing in the world 😔 is to forget.

[–] mrmisses@lemmy.world 0 points 3 hours ago

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

[–] quick_snail@feddit.nl 4 points 6 hours ago

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

[–] BeatTakeshi@lemmy.world 19 points 14 hours ago

Someone needs to bail out Czech republic

[–] drosophila@lemmy.blahaj.zone 36 points 16 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 2 points 3 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 3 hours ago* (last edited 3 hours ago)

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

[–] hardcoreufo@lemmy.world 9 points 17 hours ago (2 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.

[–] quick_snail@feddit.nl -5 points 6 hours ago (1 children)

That doesn't sound like you stopped.

[–] hardcoreufo@lemmy.world 4 points 4 hours ago (1 children)

I mean not 100% obviously but went from going out drinking weekly to going so long without drinking I might not remember the last time I had a beer. Point was pretty much everyone I know.has cut back significantly.

[–] maturelemontree@lemmy.zip 2 points 4 hours ago

Yeah don't listen to that guy, good stuff. Drinking a little is fine, especially in small moderation like that, although I'm sure someone will show studies that having even a single drop of alcohol is still harmful.

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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 43 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 36 points 1 day ago (13 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).

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[–] spaghettiwestern@sh.itjust.works 8 points 18 hours ago (1 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 6 points 16 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 0 points 3 hours ago

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.

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[–] SCmSTR@lemmy.blahaj.zone 5 points 17 hours ago

Obligatory:

[–] LodeMike@lemmy.today 9 points 19 hours ago

Millennials are killing the carcinogen industry!

[–] Manjushri@piefed.social 10 points 20 hours 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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[–] thejml@sh.itjust.works 37 points 1 day ago (5 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 11 points 20 hours ago (1 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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[–] IWW4@lemmy.zip 33 points 1 day ago (6 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.

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[–] Jessvj93@lemmy.world 3 points 17 hours ago

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

[–] LillyPip@lemmy.ca 21 points 1 day ago* (last edited 1 day ago) (8 children)

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

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