The alcohol industry has shed an estimated $830 billion in market value over the past four years, according to reporting from Bloomberg.
Analysts point to shifting consumer behavior as a key factor, particularly among Gen Z, which is drinking less than previous generations.
Younger consumers are gravitating toward wellness-focused routines and experience-driven spending rather than traditional nightlife habits.
The change is forcing major beverage companies to reassess product lines, marketing strategies and long-term growth assumptions.
Analysts point to shifting consumer behavior as a key factor, particularly among Gen Z, which is drinking less than previous generations.
Younger consumers are gravitating toward wellness-focused routines and experience-driven spending rather than traditional nightlife habits.
The change is forcing major beverage companies to reassess product lines, marketing strategies and long-term growth assumptions.
The alcohol industry has shed an estimated $830 billion in market value over the past four years, according to reporting from Bloomberg.
Analysts point to shifting consumer behavior as a key factor, particularly among Gen Z, which is drinking less than previous generations.
Younger consumers are gravitating toward wellness-focused routines and experience-driven spending rather than traditional nightlife habits.
The change is forcing major beverage companies to reassess product lines, marketing strategies and long-term growth assumptions.
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