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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[–] Manjushri@piefed.social 3 points 18 minutes ago

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

[–] K1nsey6@lemmy.world 9 points 2 hours ago (1 children)

Are you just copying random posts from TiL on Reddit?

[–] EggInDisguise@lemmy.blahaj.zone 3 points 1 hour ago (1 children)

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

[–] sanitation@lemmy.today 2 points 25 minutes ago* (last edited 23 minutes ago)

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

[–] buddascrayon@lemmy.world 5 points 2 hours 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.

[–] turtlesareneat@piefed.ca 5 points 3 hours 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.

[–] BigMacHole@thelemmy.club 70 points 6 hours 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!

Millennials taking credit for doing nothing, story at 11

[–] roguetrick@lemmy.world 41 points 5 hours ago* (last edited 5 hours ago) (3 children)

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

[–] IrateAnteater@sh.itjust.works 34 points 5 hours 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).

[–] melfie@lemmy.zip 2 points 1 hour ago

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

[–] lime@feddit.nu 14 points 5 hours ago (1 children)
[–] IrateAnteater@sh.itjust.works 10 points 5 hours 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 1 points 30 minutes ago* (last edited 30 minutes ago)

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.

[–] lime@feddit.nu 4 points 5 hours 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 1 points 2 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.

[–] JasonDJ@lemmy.zip 1 points 3 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.

[–] FistingEnthusiast@lemmy.world 3 points 5 hours 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

[–] Malyca@lemmy.zip 5 points 5 hours 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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[–] Lost_My_Mind@lemmy.world 5 points 5 hours ago

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

[–] thejml@sh.itjust.works 37 points 6 hours 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 1 points 10 minutes ago

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?

[–] dogslayeggs@lemmy.world 10 points 5 hours 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 8 points 4 hours ago

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.

[–] roguetrick@lemmy.world 4 points 5 hours ago

What's the word? Thunderbird!

[–] LillyPip@lemmy.ca 26 points 5 hours ago* (last edited 5 hours ago) (2 children)

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

[–] corsicanguppy@lemmy.ca 13 points 5 hours 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 7 points 5 hours 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 4 points 5 hours ago

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

[–] IWW4@lemmy.zip 31 points 6 hours ago (1 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 8 points 5 hours 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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[–] aceshigh@lemmy.world 6 points 4 hours ago (1 children)

What’s the cannabis revenue?

[–] creamfresh@lemmy.world 3 points 3 hours ago

I‘d guess minimal change across the globe considering it’s still outlawed almost everywhere.

[–] morto@piefed.social 3 points 3 hours ago (1 children)

According to the older people from my family, life was so shit that drinking was the only thing they had to drift their mind away from it. Today, things changed a lot. We have a variety of methods to drift away.

[–] pivot_root@lemmy.world 1 points 42 minutes ago

The internet was revolutionary. No longer do we have to pay exorbitant prices to rent a VHS tape or buy a magazine to escape from the drudgery and repetition of existence.

Now, we can stream porn for free. Or for those who have money to spare, there's 3D VR porn. In fact, there's even video game porn.

[–] lonefighter@sh.itjust.works 9 points 5 hours ago (3 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.

[–] ArmoredThirteen@lemmy.zip 4 points 1 hour 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

[–] skooma_king@piefed.social 1 points 1 hour ago

Anecdotally, I see way more Gen Z’ers smoking cigarettes than millennials. And vaping like you said, but I’m pretty bummed to be seeing cigarettes back so commonly.

[–] Lost_My_Mind@lemmy.world 14 points 5 hours ago

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.

[–] tensorpudding@lemmy.world 13 points 6 hours 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.

[–] Lost_My_Mind@lemmy.world 4 points 5 hours ago

is already sitting at your dinner table

Dinner isn't for hours, and you haven't even started yet? That's cool. I'll wait.

I brought a game boy.

[–] FistingEnthusiast@lemmy.world 6 points 5 hours ago

I'm doing my part gif

[–] pelespirit@sh.itjust.works 5 points 5 hours ago

I'll see if I can find it, but that "collectively lost $830 billion in market value" is doing a lot of heavy lifting. It went down from like 89% to 82% or something. That's how much those fuckers make.

[–] altphoto@lemmy.today 4 points 5 hours ago (1 children)

My uncle is slowly dying from pancreatic cancer thanks to irregular alcohol consumption. So yeah. Let's not get pancreatic cancer or other such things. It's painful. All you gotta do is not drink non foods like alcohol and not breathe non breathable gasses like smoke.

Are they 100% sure it was booze? My uncle is slowly dying too from pancreatic cancer and part of the theory is if he wasn't drinking beer it was diet cokes.

[–] dogslayeggs@lemmy.world 6 points 6 hours ago

I'm all for this. A) It's healthier for everyone involved. B) It is making prices come down for me to buy all that unhealthy stuff for myself.

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