Alcohol consumption is declining among younger people in the U.S., with only 62% of those under 35 drinking, compared to 72% two decades ago. In 2023, U.S. alcohol consumption saw its first-ever decline — beer dropped 4.4%, wine 8%, and spirits 3.9%. As a result, major alcohol companies like Anheuser-Busch, Diageo, and Constellation Brands experienced significant stock declines. Factors like health concerns, social media influence, or financial priorities may be driving this generational shift.
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