Global alcohol industry market value drops $830 billion

The global alcohol industry is experiencing a significant shift in consumer habits, leading to a roughly $830 billion decline in the market value of approximately 50 major beer, wine, and spirits producers over the last four years. This represents a 46% drop from the peak in June 2021.

Changing preferences among Generation Z, who prioritize health and wellness, are a primary driver, though experts note that lower consumption is also being reported across other age groups. In the United States, Gallup data shows that only 54% of adults reported consuming alcohol in 2025, the lowest level recorded since measurements began in 1939. Additionally, 53% of Americans now believe that even moderate alcohol consumption is harmful to health, a significant increase from 28% in 2018.

In response to these trends, major companies such as Diageo, Carlsberg, and Campari are investing in non-alcoholic beer, wine, and other alternatives to reach health-conscious consumers.