Lifestyle
Not Drinking Is the New Cool — What the Alcohol Industry's $830 Billion Meltdown Is Really About
The global alcohol industry has shed $830 billion in market value in four years. With 35.8% of Gen Z declaring themselves teetotalers and U.S. drinking rates hitting 54% — the lowest since 1958 — what looks like a wellness fad is actually a generational identity revolution. From zebra striping to non-alcoholic bar booms, an entirely new social culture is taking shape.