The global alcohol industry is facing significant losses due to Gen Z's reduced drinking. After suffering losses of ₹75 trillion over the past four years, this generation is drinking 20% ​​less than millennials. This trend has companies worried about their future.

New Delhi: Gen Z, the youth of today, has given liquor companies sleepless nights. Their increasing disconnect from alcohol has cost the global liquor industry a staggering ₹75 lakh crore over the past four years. According to a Bloomberg report, the shares of the 50 largest liquor companies have declined by 46% compared to 2021. Statistics show that approximately 21.5% of Gen Z youth do not even touch alcohol. Meanwhile, 39% drink only occasionally. And those who do drink do so for pleasure, not for intoxication. Compared to millennials, Gen Z is drinking 20% ​​less alcohol. There are significant reasons for this: growing awareness about the harms of alcohol, rising alcohol prices, restrictions in some places, and the increasing prevalence of other beverages.

Why are companies worried?

If middle-aged people drank less, perhaps liquor companies wouldn't be so worried. But here, Gen Z, the future's biggest consumers, are giving up alcohol. Companies fear that if this trend continues to the next generation, Gen Alpha, liquor companies around the world could suffer huge losses.

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