It might be. GenZ seems to be drinking less. https://thehill.com/changing-americ...

crooked-v · on April 27, 2023

Can't wait for the inevitable "millenials are killing the beer industry" articles.

bluefirebrand · on April 27, 2023

Good news, you don't have to wait.

https://www.businessinsider.com/millennials-are-killing-beer...

It's honestly really absurd how many things millenials have killed. At this point it's just a point of pride how much stuff we're leaving in the past.