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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[–] johnny_deadeyes@piefed.social 4 points 1 hour ago

I wonder if this industry is responsible for the surge in anti-cannabis content I'm seeing pushed in my social feeds of late.

[–] BeatTakeshi@lemmy.world 10 points 3 hours ago

Someone needs to bail out Czech republic

[–] drosophila@lemmy.blahaj.zone 32 points 5 hours ago

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".

[–] hardcoreufo@lemmy.world 8 points 6 hours ago (1 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 6 hours ago* (last edited 6 hours 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.

[–] SCmSTR@lemmy.blahaj.zone 7 points 6 hours ago

Obligatory:

[–] Jessvj93@lemmy.world 6 points 6 hours ago

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

[–] spaghettiwestern@sh.itjust.works 8 points 7 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 7 points 6 hours ago (1 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.

[–] spaghettiwestern@sh.itjust.works 1 points 5 hours ago* (last edited 5 hours ago) (1 children)

You may not think it's related, but math and the bottom lines of American producers would disagree.

[–] village604@adultswim.fan 4 points 5 hours ago* (last edited 5 hours ago) (1 children)

You do realize the global alcohol market is around $2t, right? A $500m change is 0.025% of the market.

We're talking about companies with tens if not hundreds of billions of dollars in yearly revenue. They probably feel more pain when people stop drinking for Lent.

This article is talking about global trends and people losing faith in the alcohol industry's growth rate causing them to sell stock.

[–] spaghettiwestern@sh.itjust.works 1 points 5 hours ago* (last edited 4 hours ago)

My comment clearly (but apparently not clearly enough) referenced the fact that American producers are dealing with the add on effect that the Canadian boycott is having. I read the article, you failed to read my comment.

[–] Manjushri@piefed.social 14 points 9 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.

[–] SkaveRat@discuss.tchncs.de 5 points 8 hours ago

Guys, I found the culprit!

[–] MehBlah@lemmy.world 11 points 9 hours ago* (last edited 9 hours ago) (2 children)

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

[–] WorldsDumbestMan@lemmy.today 1 points 1 hour ago

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

[–] Flower@sh.itjust.works 3 points 4 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.

[–] LodeMike@lemmy.today 10 points 9 hours ago

Millennials are killing the carcinogen industry!

[–] BigMacHole@thelemmy.club 113 points 15 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!

[–] roguetrick@lemmy.world 56 points 15 hours ago* (last edited 15 hours ago) (3 children)

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

[–] IrateAnteater@sh.itjust.works 48 points 15 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).

[–] lime@feddit.nu 21 points 15 hours ago (8 children)
[–] anomnom@sh.itjust.works 1 points 7 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).

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[–] melfie@lemmy.zip 5 points 11 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.

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[–] Thebeardedsinglemalt@lemmy.world 7 points 11 hours ago

Millennials taking credit for doing nothing, story at 11

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[–] K1nsey6@lemmy.world 14 points 11 hours ago (1 children)

Are you just copying random posts from TiL on Reddit?

[–] EggInDisguise@lemmy.blahaj.zone 9 points 10 hours ago (1 children)

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

[–] sanitation@lemmy.today 8 points 9 hours ago* (last edited 9 hours ago) (6 children)

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

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[–] LogicalDrivel@sopuli.xyz 1 points 6 hours ago

Figured it be increasing with how shite the world is lately.

[–] Baguette@lemmy.blahaj.zone 2 points 7 hours ago

To be honest the fun flavors for me are all asian ones, and I only drink maybe once a month

[–] thejml@sh.itjust.works 57 points 15 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 10 points 9 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?

[–] TubularTittyFrog@lemmy.world 1 points 6 hours ago* (last edited 6 hours ago)

cocktails are 20 bucks plus tip. still half the price of beer. more than an appetizer and almost as much as an entree at this point.

basically 25 bucks for a single drink at your average bar. fancy places high end you're talking closer to 30-40 per drink, which at that point you might as well start just ordering the $200+ bottle of wine, as it will be cheaper.

and every bar around me is packed most weekends, because where i live people don't think twice about blowing $500 eating and drinking in a weekend. but then they all cry about how poor they are... yeah it's hard not to be poor if you are drop 2,000 a month on booze and eating out every month.

i had a renter a few years ago who would come home shitfaced every weekend and then not pay the rent for like two weeks. they were shocked when I terminated their lease 60 days later.

[–] dogslayeggs@lemmy.world 16 points 14 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 12 points 14 hours ago (1 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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[–] IWW4@lemmy.zip 42 points 15 hours 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.

[–] TIEPilot@lemmy.world 2 points 8 hours 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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[–] LillyPip@lemmy.ca 32 points 15 hours ago* (last edited 15 hours ago) (8 children)

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

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[–] buddascrayon@lemmy.world 8 points 11 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.

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