Gen Z Is Killing the Alcohol Industry: How the Sober Curious Generation Is Rewriting Drinking Culture

The alcohol industry is facing its most severe existential crisis in a century—and it has a name: Generation Z.

Born between 1997 and 2012, Gen Z is drinking substantially less alcohol than every generation before them, embracing sobriety and moderation at rates that would have seemed inconceivable just a decade ago. The data is stark and the trend is accelerating: Gen Z consumes approximately 30% less alcohol than Millennials did at the same age, and in the United States, only 50% of legal-age Gen Z adults reported drinking alcohol in 2025—down from 62% just a few years earlier SOURCE.

This isn't a temporary blip. It's a fundamental restructuring of drinking culture that is forcing a $260 billion industry to confront an uncomfortable truth: the next generation simply isn't interested in what they're selling. Global alcohol giants have lost over $830 billion in market value as drinking habits change SOURCE. Beverage alcohol remained under pressure throughout 2025, with dollar declines across beer, wine, and spirits driven primarily by sustained volume softness SOURCE.

The shift is so dramatic that analysts are comparing the alcohol industry's challenges to what happened to tobacco—a comparison that would have been "inconceivable five years ago," according to investment researchers SOURCE.

The Numbers Don't Lie: Gen Z Is Drinking Dramatically Less

The statistics paint a clear picture of generational change. In the U.S., the share of adults younger than 35 who say they drink alcohol at all declined from 72% in 2001-2003 to 62% in 2021-2023 SOURCE. A Gallup survey conducted in July 2025 found that figure had dropped even further to 50%—meaning half of young Americans don't drink alcohol at all SOURCE.

Among those aged 18-34, average drinks per week dropped from 5.2 to 3.6 over the last two decades SOURCE. Over the past 20 years, the share of people ages 18 to 20 who reported drinking alcohol declined from nearly 70% to around 35% SOURCE. Among those ages 21 to 25, the proportion who drink has remained steady at about 80%, but the self-reported number of servings has fallen by nearly half SOURCE.

The University of Michigan's 2025 Monitoring the Future survey of more than 20,000 students nationwide showed record levels of abstinence, with about 82% of 10th graders and 66% of 12th graders reporting they had not used cannabis, alcohol, or nicotine in the previous 30 days—the highest levels in the survey's 50-plus-year history SOURCE.

Even these concerning statistics may understate the problem for the alcohol industry. In a 2025 survey of 1,000 Gen Zers aged 21-27, three in five drink rarely or not at all: 21.5% do not consume alcohol at all, and 39% drink only occasionally SOURCE.

Perhaps most telling: Gen Z's disinterest in alcohol starts early and intensifies. On average, Gen Z respondents reported their interest in drinking declined by age 23—compared to baby boomers, whose disinterest didn't start until they hit 44 SOURCE.

Why Gen Z Doesn't Want What Their Parents Are Drinking

The reasons behind Gen Z's rejection of traditional drinking culture are multifaceted and reflect broader generational values shifts.

Health consciousness ranks as the primary driver. Nearly half (46%) of Gen Z adults who don't drink say they're simply "not interested" in alcohol, while one in three (34%) abstain due to concerns for health and potential effects on mental health SOURCE. One in five (20%) don't drink due to concern about addiction, highlighting increased awareness about alcohol's long-term impacts SOURCE.

Rising concerns around "hangxiety" (hangover-induced anxiety), depression, and stress have led many in this generation to view alcohol as a substance that could worsen their mental health rather than improve social experiences SOURCE. Among Gen Z, there was a significant shift toward cutting back on alcohol specifically to benefit mental health SOURCE.

The 2025 data shows that 65% of Gen Zers plan to drink less in 2025, and 39% plan to adopt a dry lifestyle not just during January, but throughout the entire year SOURCE. This represents a dramatic difference from older generations: only 30% of baby boomers and 49% of Gen Xers say they plan to drink less SOURCE.

Financial considerations also play a significant role. Gen Z came of age during economic uncertainty—the 2008 financial crisis, student debt burdens, the COVID-19 pandemic, and persistent inflation. Many explicitly avoid alcohol to save money or avoid hangovers SOURCE. In fact, over half of Americans planning to drink less in 2025 cite financial reasons, with one in five saying drinking alcohol is a habit they can no longer afford SOURCE.

Cultural attitudes have fundamentally shifted. For Gen Z, drinking is no longer a rite of passage or a badge of maturity SOURCE. Many young people today see alcohol as just one of many ways to socialize or relax, not the default choice. They're less influenced by "party hard" messaging that resonated with previous generations SOURCE.

Social media plays a complex role. With more time spent online and less in-person nightlife—a trend exacerbated by the COVID-19 pandemic—there are simply fewer occasions for heavy drinking SOURCE. At the same time, social media has created pressure to maintain a polished image: with 85% of Gen Z using social media daily, many feel alcohol doesn't mix well with curated feeds or career ambitions SOURCE.

Some Gen Zers choose not to drink for personal reasons, including family histories of addiction SOURCE. The actress Emerson Haven, a 26-year-old based in New York City who occasionally drinks in social settings, explained to TIME: "There's a history of alcoholism in my family, so I'm just careful about it" SOURCE.

The Sober Curious Movement: From Fringe to Mainstream

Gen Z hasn't just cut back on drinking—they've built an entirely new culture around not drinking.

The "sober curious" movement, a term popularized by writer Ruby Warrington in her 2018 book "Sober Curious: The Blissful Sleep, Greater Focus, Limitless Presence, and Deep Connection Awaiting Us All on the Other Side of Alcohol," has exploded into mainstream culture SOURCE. The movement encourages people to question their relationship with alcohol and explore sobriety without necessarily committing to total abstinence.

Forty-three percent of Americans believe Gen Z is spearheading the sober curious trend, and the data confirms this perception SOURCE. After learning about the Sober Curious movement, 52% of Gen Z and Millennials say they are likely to participate in it SOURCE.

The movement has created tangible infrastructure for alcohol-free socializing. Sober bars—establishments that serve no alcoholic beverages at all—have opened across the United States, including Hekate in New York City, Sans Bar in Austin, and The Sober Social in Atlanta SOURCE. In 2025, over one in five Americans (22%) plan to visit a sober bar, with Gen Z showing especially strong interest at 41% SOURCE.

The market for non-alcoholic beverages has surged in response. Purchases of nonalcoholic beer increased by 22% from December 2023 to November 2024 SOURCE. The international alcohol-free beverage market is projected to reach $1.6 trillion by 2025, demonstrating growing demand for alcohol-free alternatives SOURCE.

Non-alcoholic beer now accounts for more than 3% of U.S. beer sales, up from just 0.3% in 2018 SOURCE. Sales of nonalcoholic beer, wine, and spirits together approached $925 million annually in U.S. off-premise stores as of August 2025 SOURCE.

Athletic Brewing, a non-alcoholic beer company, ranked as the eighth-largest craft brewer by volume in the U.S.—selling only products with zero alcohol SOURCE. About 20% of Michelin-starred restaurants nationwide now carry Athletic's products SOURCE.

Importantly, more than 90% of people who drink nonalcoholic beer also consume regular beer, according to Gallup data SOURCE. This suggests these products represent moderation rather than complete abstinence, appealing to people who want to cut back without eliminating alcohol entirely.

Gen Z is particularly interested in THC- and CBD-infused beverages as alcohol alternatives. Over one in four Americans plan to try cannabis-infused drinks in 2025, with Gen Z (38%) and millennials (37%) showing the most interest SOURCE. Nearly half of Americans (48%) think THC products should be as socially normalized as alcohol-based products, with Gen Z (51%) and millennials (60%) especially keen on this normalization SOURCE.

Social media and celebrity culture have amplified the sober curious message. Influencers and celebrities openly share their experiences with limiting alcohol use, helping to popularize the choice to minimize drinking SOURCE. Over one in four Gen Z and millennials tried a nonalcoholic drink because a celebrity or influencer endorsed it SOURCE.

Dry January: From Trend to Year-Round Lifestyle

"Dry January"—the practice of abstaining from alcohol for the first month of the year—has become a cultural phenomenon that extends far beyond January 31.

Thirty percent of Americans participated in Dry January 2025, representing a 36% increase from 2024 SOURCE. The trend significantly impacts consumer shopping behavior: January is the least popular month to buy alcohol. In January 2024, purchases of spirits dropped 39% compared to the previous month, wine purchases decreased by 36%, and beer/cider/hard seltzer purchases decreased by 21% SOURCE.

For many, particularly younger consumers, Dry January has evolved from a month-long challenge into a gateway to permanent lifestyle changes. Among Gen Z, 39% planned to adopt a dry lifestyle not just during January, but throughout all of 2025 SOURCE.

However, recent data suggests that while overall moderation continues, month-long abstinence periods may be becoming less central to how people reduce drinking. The number of Gen Z legal drinking age consumers in the UK who reported abstaining from alcohol for a month or longer during the past six months dropped from 33% in Autumn 2024 to 24% in Autumn 2025 SOURCE. Similar declines were recorded in Australia (from 39% to 24%), France (from 32% to 24%), and Italy (from 26% to 16%) SOURCE.

IWSR President Marten Lodewijks explained: "Temporary abstinence appears to be less central to moderation strategies than it once was. This is especially the case among Gen Z LDA+ drinkers, who have always been its most enthusiastic adopters. Moderation is still an important trend across the entire beverage alcohol industry, but performative abstinence periods are less of the driving force" SOURCE.

This shift suggests Gen Z may be moving from periodic abstinence to more consistent year-round moderation—potentially even worse news for the alcohol industry than month-long challenges.

The Industry Crisis: $830 Billion Erased

The financial impact of changing drinking habits has been catastrophic for alcohol companies.

A global shift in drinking habits and trends has wiped out more than $830 billion from the value of leading alcohol companies SOURCE. Major investors have suffered massive losses: Warren Buffett's Berkshire Hathaway has seen its investment in Constellation Brands (owner of Corona) fall roughly 40% since it began buying shares SOURCE. Artisan Partners increased its holding in Diageo to over 50 million shares from fewer than nine million a year ago, but the stock is down around 30% in 2025 SOURCE.

IWSR forecasts a 0.4% decline in global beverage alcohol volume for 2025, with spirits down 1.3% and wine down 2.4% SOURCE. In value terms, IWSR forecasts a year-on-year decline for global beverage alcohol of 0.7%, down from the previous forecast of 0.5% SOURCE.

The U.S. spirits market declined by 2% in 2023—the first time it had declined in almost 30 years SOURCE. Spirits and wine revenue fell by 4.3% and 6.3% respectively SOURCE. The wine category experienced a 2.2% dollar sales decline in 2024 compared to 2023 SOURCE.

U.S. alcohol consumption fell to its lowest point since records began in 1939, according to a Gallup survey SOURCE. The volume of alcohol consumed in the U.S. fell by 8% from 31 billion liters in 2021 to 28.4 billion liters in 2025 SOURCE.

Barclays analyst Laurence Whyatt put the crisis in stark terms: "We've seen four times the impact of the financial crash on alcohol consumption" SOURCE.

The crisis extends beyond major corporations to craft producers. The U.S. liquor industry faced five or more distillery bankruptcies and over 250 brewery closures in 2025 SOURCE. The number of U.S. craft distilleries plunged by a quarter in the 12 months to August 2025, with California suffering the biggest drop SOURCE.

In California's wine country, the effects are visible. Sonoma County wineries saw an average 14% drop in tasting-room visitors in 2024, with visitor numbers falling an additional 8.4% according to Community Benchmark SOURCE. In November 2025, Sonoma County Vintners, a nonprofit representing 250 wineries, underwent a major restructuring and cut jobs amid declining wine sales SOURCE.

The Premiumization Myth Collapses

For years, the alcohol industry consoled itself with the "premiumization" trend—the idea that even if people drink less, they'll spend more on higher-quality products. That narrative has collapsed.

According to the SipSource Q4 2024 Industry Report, "the premiumization trend is all but dead," with spirits and wine revenue falling significantly SOURCE. While premiumization persisted in 2025, it evolved away from broad price trading up toward small sizes, trusted brands, and occasion-based purchases SOURCE.

Consumers are still spending on alcohol, but differently and more selectively. Total beverage alcohol volume declined 1% in the first half of 2025 compared with 2024, yet overall industry value held steady—meaning consumers spend the same amount but buy less product SOURCE.

The shift reflects economic pressures. More than half of Americans planning to drink less in 2025 cite financial reasons SOURCE. Over one in three Americans say alcohol is a treat or a luxury and not something they see as a regular expense SOURCE.

What Gen Z Actually Drinks When They Do Drink

When Gen Z does consume alcohol, their preferences differ significantly from older generations.

Beer remains the most common choice, with 70% of Gen Z drinking beer at least once a month and nearly half (48%) drinking beer every week SOURCE. Among males, 80% drink beer monthly, while 63% of females prefer cocktails SOURCE.

Cocktails take second place, with 57% of Gen Z enjoying them monthly SOURCE. Spirits and liquors follow, with 50% consuming them at least once a month SOURCE.

Ready-to-drink (RTD) cocktails and hard seltzers have gained significant traction. Hard seltzers (36.25%) and ready-to-drink beverages (42.97%) are popular, showing growing opportunity for portable, on-the-go options with different flavor combinations SOURCE.

Women show a significant preference for cocktails (51.2%) and ready-to-drink beverages like canned cocktails (50.5%), while men predominantly choose beer (65.4%) SOURCE.

For non-alcoholic alternatives, cider and hard seltzers lead the alcohol-free movement. Twenty-eight percent of Gen Z drink non-alcoholic cider, while 34% drink non-alcoholic hard seltzers—the highest numbers among all alcohol-free versions tested, higher than wine, spirits, or beer alternatives SOURCE.

The Marketing Challenge: Speaking a Different Language

The alcohol industry's traditional marketing approaches are fundamentally misaligned with Gen Z values.

Marsh, a physician specializing in family medicine and addiction, explained the generational marketing shift: "If you look at alcohol marketing, they're sort of stopping short of saying it's healthy to have some drinks, but that drinking can be part of a healthy lifestyle, as opposed to the Gen X type of marketing, which was like, 'party hard'" SOURCE.

Gen Z seeks authenticity, transparency, and values-driven brands. Forty-three percent of Gen Z are more likely to try a new drink product if it's marketed to align with the sober curious lifestyle SOURCE. They view their choice of alcohol as a form of self-expression and want personal relevance and brands that reflect their lifestyle and values SOURCE.

Fifty-three percent of young consumers say sustainability is an important factor when choosing alcoholic drinks, though only 17% are willing to pay extra for eco-friendly options SOURCE. Most say they would pay up to 6% more on average—Gen Z wants greener options built into the baseline, not sold as a luxury SOURCE.

The industry has been slower to adapt to emerging media channels and technology-driven shopping dynamics SOURCE. While Gen Z and millennials are heavy social media consumers who trust influencers, many alcohol brands haven't effectively reached these audiences where they spend time.

Changing Social Patterns: Less Drinking, Different Occasions

Where and how people drink has fundamentally changed, particularly among younger consumers.

Sixty-three percent of people surveyed at the end of 2025 said they drank at home, up from 54% in 2015 SOURCE. Meanwhile, 21% said they drank while doing activities out of the home such as sport, travel, or attending concerts—up from 6% in 2015 SOURCE.

There has been a continued shift away from large, high-energy social events such as parties and clubs toward smaller, more relaxed gatherings, often at home SOURCE. This is especially true of younger generations, which are more likely to enjoy digital-first leisure activities such as gaming or online dating apps SOURCE.

Alcohol "tends to be a social drug, even for young people, so part of the decline in underage drinking could be related to less in-person socializing," according to Dr. George Koob of the National Institute on Alcohol Abuse and Alcoholism SOURCE.

On-premise visits dropped by about 3.4% in 2025 versus 2024 SOURCE. The number of Millennial drinkers in the U.S. who reported their most recent drinking occasion at a pub, bar, nightclub, or restaurant dropped from 41% in Autumn 2024 to 36% in Autumn 2025 SOURCE.

The Optimistic Industry Narrative: Will Gen Z "Grow Into" Drinking?

Faced with alarming statistics, some industry analysts have promoted a more optimistic narrative: Gen Z's low consumption is temporary, driven by economic factors, and they'll eventually drink more as they age and earn higher incomes.

This view points to data showing Gen Z legal drinking age participation in beverage alcohol has increased recently. In Autumn 2025, 74% of Gen Z legal drinking age respondents reported drinking in the last six months, up from 66% in Spring 2023 SOURCE. The gap between drinking rates for Gen Z legal drinking age adults and all adults now stands at just 3%, down from a 9% gap in Spring 2023 SOURCE.

Some market research shows Gen Z adults in the U.S. who reported drinking in the previous six months jumped from 46% in 2023 to 70% in 2025 SOURCE.

Richard Halstead, IWSR's COO of Consumer Insights, argues: "Moderation is a trend shared by all drinkers, not a Gen Z specialty. Alcohol consumption is closely tied to disposable income. Given that Gen Z entered adulthood during a cost-of-living crisis, it's no surprise their drinking patterns initially dipped" SOURCE.

A Rabobank analysis suggests that Gen Zers' alcohol consumption will likely increase significantly as they age, such that by their mid-30s, their consumption will be much closer to that of previous generations SOURCE. The report argues that narratives about health concerns and social media driving declines are "greatly overblown," instead identifying structural and economic drivers SOURCE.

However, this optimistic view faces significant challenges. The data on health consciousness, mental health awareness, and cultural attitudes suggests these are durable values, not temporary economic constraints. Gen Z has grown up with unprecedented access to health information, witnessed the opioid crisis, and developed fundamentally different views about wellness and substance use.

Moreover, even if Gen Z does increase consumption somewhat with age, they're starting from such a low baseline—30% below Millennials at the same age—that "catching up" would require dramatic behavioral changes that seem unlikely given their stated values and preferences.

The Few Bright Spots: What's Working

While most of the alcohol industry suffers, a few categories show resilience or growth.

Ready-to-drink (RTD) cocktails have become the industry's most reliable growth engine. RTDs now account for over 12% of total alcohol dollars, despite slowing growth rates SOURCE. Spirits-based RTDs surged approximately 20% in 2025, while wine-based RTDs climbed 14% SOURCE.

The global RTD beverage market is projected to grow by 116.45% over the next ten years, increasing from $35.14 billion in 2025 to $76.06 billion in 2035 SOURCE. Spirits-based RTDs represent 79.8% of total volume SOURCE.

RTD success reflects convenience, portability, and accessibility—attributes that appeal to younger consumers who want approachable, experiential beverages over traditional bottle categories SOURCE.

Agave spirits (tequila and mezcal) continue to outperform. The category increased 4% in volume and 7% in value even while the broader spirits market declined SOURCE. Tequila/mezcal grew by 2.9% in revenue and 2.0% in volume for 2023/2024 SOURCE. Premium and super-premium tequila volumes both increased in 2024, appealing to middle- and upper-income Millennials for occasions like "socializing in the home, cocktails, small groups" SOURCE.

Low-alcohol and non-alcoholic products represent the industry's adaptation strategy. NIQ forecast projects the adult non-alcoholic beverages category to exceed $1 billion in U.S. sales by the end of 2025 SOURCE. Volume of non-alcoholic beer increased by 6%, non-alcoholic wine by 7%, and non-alcoholic spirits by 15% SOURCE.

What the Industry Must Do to Survive

Industry analysts and consultants have identified several strategic imperatives for alcohol companies facing the Gen Z challenge.

"Alcohol companies are closely watching these shifts, trying to understand what is driving them and how to respond," says Chris Goodchild, a BCG managing director who leads BCG's beverage alcohol sector SOURCE. "Cyclical factors such as inflation clearly matter, but longer-term changes in how people socialize—and how much they prioritize health and wellness—cannot be ignored" SOURCE.

BCG identifies several key opportunities:

First, expand no- and low-alcohol offerings. These products have seen 7% compound annual growth between 2015 and 2025 SOURCE. Brands should invest in non-alcoholic and low-ABV products, blending lifestyle trends with traditional beverage appeal SOURCE.

Second, develop premium ready-to-drink and pre-mixed cocktails or punches SOURCE. This category continues to show growth even as traditional formats decline.

Third, reimagine marketing approaches. Many brands were created around on-premise drinking occasions, but with shifting consumption patterns, building engagement requires a more expansive playbook SOURCE. Brands should seek out more consumer touchpoints, strengthen digital engagement, and increase authentic brand positioning and storytelling with an emphasis on personalization SOURCE.

"Alcohol companies need to deeply understand where the customer is going, especially younger generations," says Nicol Zhou, a BCG managing director SOURCE. "While older generations still account for most of the spend on alcohol, the preferences of Gen Z will become increasingly critical as time goes on" SOURCE.

Fourth, optimize for occasion-based marketing rather than volume growth. With overall consumption under pressure, industry leaders need to lean into operational efficiency, targeted segmentation, and value-focused innovation rather than assuming broad market expansion will return SOURCE.

The Bigger Picture: A Permanent Cultural Shift

The evidence suggests Gen Z's relationship with alcohol represents not a temporary deviation but a permanent restructuring of drinking culture.

Long-term surveys find the decline in youth drinking began in the early 2000s and continues SOURCE. Alcohol consumption among young people began to decline around the year 2000, according to research from the National Institute on Drug Abuse SOURCE. This means the trend predates Gen Z—it includes later Millennials and has been building for over two decades.

Dr. Aaron White of the National Institute on Alcohol Abuse and Alcoholism told reporters: "It is becoming clear that, for whatever reasons, today's younger generations are just less interested in alcohol and are more likely than older generations to see it as risky for their health and to participate in periods of abstinence" SOURCE.

The shift reflects broader changes in how younger generations approach wellness. Gen Z places unprecedented emphasis on physical and mental health, viewing alcohol as a potential health risk rather than an enhancement to social experiences SOURCE. They're more aware of alcohol's negative effects than older generations, with over a third of non-drinking Gen Zers citing concerns about alcohol's impact on mental health SOURCE.

The COVID-19 pandemic may have intensified the sober curious movement, as many prioritized their overall wellness and reevaluated their drinking habits SOURCE. However, the trend existed before the pandemic and has continued growing since.

Social norms have fundamentally changed. For Gen Z, being sober or drinking less can be seen as aspirational or worthy of social media celebration SOURCE. The growth of "sober curious" trends like Dry January, sober bars, and alcohol-free spirits has given permission for young people to skip booze without stigma SOURCE.

The Industry's Reckoning

The alcohol industry is experiencing what one analyst called a reckoning—a fundamental reassessment of its business model, target demographics, and future viability.

"This industry's been around for 7,000 years, but a lot can change," Andrew Gowen, head of research at Bell Asset Management, told Bloomberg SOURCE. His comment reflects the industry's dawning realization that historical precedent offers little protection against generational cultural shifts.

The comparison to tobacco—once unthinkable—has become commonplace among analysts. Like tobacco companies before them, alcohol producers face declining volumes, increased health awareness, potential regulatory changes including warning labels, and a fundamental shift in social acceptability among younger consumers.

Unlike tobacco, however, alcohol faces additional challenges. Cannabis is legal in nearly half of U.S. states, offering a competitive intoxicant. Weight-loss drugs like Ozempic reduce alcohol consumption among users (44% of users report reduced drinking, with 25% abstaining entirely) SOURCE. Functional beverages, wellness drinks, and premium non-alcoholic alternatives provide sophisticated options that weren't available during previous generations.

The sector faces further downside risk as producers contend not only with falling revenue but also high debt levels and management upheaval SOURCE.

Conclusion: The Generation That Said No

Gen Z isn't killing the alcohol industry out of malice or ignorance. They're making informed choices based on their values: health consciousness, financial prudence, mental wellness, authenticity, and sustainability.

Sixty-one percent of Americans surveyed have experienced a decreased interest in consuming alcohol since first trying it, with Gen Z (63%) leading the trend SOURCE. For this generation, alcohol is less of an interest, they're more likely to deviate from social norms (28%) and set new trends (31%) SOURCE.

The numbers tell a clear story: nearly half of Americans (49%) plan to drink less in 2025, a 44% increase since 2023 SOURCE. Among Gen Z specifically, 65% plan to drink less, with 39% planning to adopt a fully dry lifestyle year-round SOURCE.

"Over three years of data, the trend couldn't be more clear—younger consumers are strongly motivated to drink less alcohol than their parents and their grandparents," said Alan Miles, CEO of NCSolutions SOURCE.

The alcohol industry can adapt by embracing non-alcoholic alternatives, reimagining marketing to emphasize moderation and wellness, and accepting that future growth will come from different products sold to different consumers for different occasions. Or it can continue insisting that young people will eventually "grow into" drinking the way their parents did—a bet that looks increasingly foolish given the data.

What's certain is this: Gen Z has fundamentally rewritten the social contract around alcohol. For the first time in modern history, a generation has looked at drinking culture and said, collectively and decisively, "no thanks." The industry that grew rich selling intoxication to young people now faces its greatest challenge—surviving a generation that simply isn't interested in what it's selling.

The drinks may keep flowing for older consumers, but the future of the alcohol industry depends on winning over a generation that has already decided drinking isn't worth the hangover, the cost, the calories, or the mental health consequences. And so far, that generation isn't changing its mind.